|The printed piece "Discovering Value" shows the true value of being fully vested in Local Government FCU. (Click image for larger view.)
Local Government Federal Credit Union (LGFCU) proudly recognizes its Creative Services and Direct Marketing departments for work that received two Credit Union Executives Society (CUES) Golden Mirror Awards.
The Creative Services department was recognized for their printed piece, “Discovering Value,” which shows the true value (in dollars and cents) of being fully-vested in LGFCU. The largely visual piece shares the personal story of one family’s journey with LGFCU, and how being members improved their financial lives over time. The piece is unique in that it unfolds to show the “step-by-step” savings of the featured family. This was furthered by the inclusion of a map that is revealed after the piece is completely unfolded—demonstrating the positive reach LGFCU has on members across the entire state.
“I really liked the concept of ‘showing’ members how others are maximizing use of the credit union, and wanting those reading to do the same,” wrote one CUES judge. “I appreciate the attempt to balance content, numbers and ‘real’ stories to communicate the message. It is/was a difficult task, but you did a good job!”
The objective of the Direct Marketing piece was to combat that most of LGFCU’s auto loans are not retained until maturity. Most are paid off one to four years early. Using in-house data, they built a list targeting the right members, then sent a personalized mailer mentioning the type of vehicle the member owns, and a chart visually showing the estimated value of their current auto (based on NADA valuations). This effort produced $3.5 million in new auto loan balances.
“Anyone can mail a generic letter, but because we had access to member vehicle identification numbers, we could find out the value of their car,” says LGFCU Marketing Strategy Manager Karen Mantica. “This allowed us to really personalize the piece and get the member’s attention.”