TARGET: 10% adoption with your online members

Transcription

1 GOALS & BEST PRACTICES SaveUp has studied the efforts and successes of current credit union partners. This document outlines a plan with key tactics to increase your positive brand awareness and generate the best return on investment (ROI). TARGET: 10% adoption with your online members GOALS 1. Increase and reinforce positive brand reputation and product awareness 2. Cross-sell your financial products and services in the SaveUp experience MARKETING COLLATERAL CU Solutions Group and SaveUp have created a marketing center, which houses the creative collateral to execute the following marketing plan. Materials include dedicated copy, banner ads, website copy, posters and other forms of outreach. MARKETING MATERIALS:

2 INCREASING BRAND REPUTATION AND MARKETING POSITIONING The following themes have tested well to increase positive reputation as well as member adoption. You will find these themes incorporated into the materials you find in the CUSG marketing materials website. Rewarding members for their good financial choices FILENE RESEARCH INSTITUTE FINDINGS Being the members ally in achieving their financial goals Acting as a resource for financial education and financial planning 95% of participants think their credit union is more interested in their financial health after using SaveUp. 40+% of participants reported to be more aware of their credit union s products and services CROSS PROMOTION OF FINANCIAL PRODUCTS & SERVICES SaveUp s financial product suggestion engine is a great tool to generate new leads for your credit union. SaveUp product suggestions are not traditional banner ads. Rather, they are suggestions that are shown to your members according to their financial needs. This high relevancy logic results in higher click-throughs and highly qualified leads. We also recommend incorporating tracking links or codes on your website in order to determine which of your suggestions are generating the best click-through rate. CU Solutions Group and SaveUp are available for more cross-selling ideas and any other help. KEY TACTICS INCLUDE: 14 custom suggestions are provided at launch; you can also edit or add more suggestions with your own copy. These custom suggestions will be refreshed on a periodic basis to reduce performance decay. Direct leads to your credit union products and services by linking back to your website. Alternate options are available for credit unions who do not want to use links. Monthly data reports that show member engagement on SaveUp, aggregate financial information, and the number of clicks to your financial suggestions.

3 MARKETING IMPLEMENTATION PLAN *Please complete the accompanying worksheet with your marketing timeline and dates. Submit the worksheet to LAUNCH ACTIVITIES The first introduction of SaveUp to your members has the strongest impact and should include an integrated membership outreach. The following tactics should be implemented within the first 45 days. TIMING ITEM ACTIVITY Pre-launch Staff Rollout Make link available to staff members Day 1 Launch (dedicated) Web Banners In-branch Materials Launch Social Media Send inviting members to sign up Use banners on the homepage, online (home) banking and relevant pages Use posters, signage, brochures, and other inbranch materials Announce partnership on Facebook & Twitter Day 45 Follow-up Highlight winners & prizes Follow-up Social Media Highlight winners & prizes *Web banners and supporting graphics are available in the marketing center: html

4 MARKETING IMPLEMENTATION PLAN MEMBER ADOPTION 45 DAYS+ AFTER LAUNCH After launch, we recommend quarterly marketing outreaches to drive new member signups. Key activities include 4 quarterly dedicated s, web banners, and an online banking link. Marketing collateral for the following themes and channels can be found in the marketing center: MARKETING CHANNELS Dedicated Social Media Posts Statement Insert Web Banners Custom Prizes Winner Announcements QUARTER THEME DESCRIPTION Q1 Q2 Q3 New Year s Resolution Tax time Spring Cleaning Summer Vacation Back to School Stay on track with your resolutions File your taxes on time Spring clean your financials SaveUp for your Summer Vacation SaveUp for back to school Q4 Holidays SaveUp for the holidays. SAVEUP MARKETING AWARDS SaveUp wants to recognize you for your marketing successes. With every milestone you complete, you'll earn a SaveUp Award. Every quarter, we'll recognize the top credit unions in the each category with an electronic device worth $500. We ll also hold a drawing for each category with the chance to win the following prizes: ADOPTION AWARD PRIZE DRAWING > 5% Marketing Pro $100 team lunch > 10% Leader $200 team happy hour > 15% Expert $300 team dinner > 20% Champion $500 electronic device

5 MARKETING ADOPTION PLAN WORKSHEET *This worksheet needs to be returned. Please it to TARGET: 10% adoption with your online members OBJECTIVE 1. Increase and reinforce positive brand reputation and product awareness 2. Cross-sell your financial products and services in the SaveUp experience LAUNCH ACTIVITIES The first introduction of SaveUp to your members traditionally has the strongest impact on adoption and should include an integrated membership outreach. OBJECTIVE: A cohesive member experience with different opportunities for your members to discover SaveUp ADOPTION GOAL: 3-5% TIMING: Within days of launch TACTICS: Dedicated to entire membership SaveUp banner within online banking platform. Make SaveUp discoverable within online banking. Credit Union home page banner live MEMBER ADOPTION After the first introduction, quarterly marketing pushes will help achieve the adoption rate goal. It will also be a great opportunity to remind your members about your custom prizes as well as build positive brand loyalty. OBJECTIVE: Positive member awareness that your credit union is their ally in their financial goals! ADOPTION GOAL: Additional 5+% TIMING: Ongoing after f the first days TACTICS: Four (4) quarterly dedicated s Web banners Online banking link. MARKETING MATERIALS:

6 MARKETING ADOPTION PLAN WORKSHEET CU Solutions Group and SaveUp have created a marketing center which houses the creative collateral that include announcements, banner ads, website copy, posters, and other forms of outreach. PLEASE INDICATE THE DATES YOU PLAN TO COMPLETE EACH ACTIVITY DATE TIMELINE ACTIVITY DESCRIPTION / / 0 days Staff Rollout mm dd yy / / 1 day Acquisition #1 / / 1 day Web Banners Make link available to staff members so they can become familiar with the program. Send to members inviting them to sign up for the program. Place banners on the credit union homepage and relevant internal pages promoting SaveUp. / / 1 day Online banking placement Banner or Text. / / 1 day Social Media announcement Use Facebook and Twitter accounts / / days Social Media announcement to announce partnership, winners, and more - highlight custom prize. / / days Acquisition #2 Highlight winners (if applicable) and their quotes and feature custom prize. Invite more members to join. / / 120 days Member Adoption #1 / / 210 days Member Adoption #2 / / 300 days Member Adoption #3 / / 365 days Member Adoption #4 Send to members inviting them to sign up for the program. theme should match the time period of the year.