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South Carolina Federal Credit Union Enhances Targeted Marketing

Leverages Asset-Based Segmentation to Grow Balances

“Our team achieved an over 100% lift in deposit, investment, and loan balances by using Financial Cohorts to target key members and deliver the right message at the right time.”
– Scott Blue, VP Marketing, South Carolina Federal Credit Union

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Video: SCFCU Enhances Targeted Marketing and Grows Balances
Watch the video to see how SCFCU enhanced targeted marketing and grew balances.

Challenge

South Carolina Federal Credit Union wanted to better target a niche group of members that were not being adequately served within the firm’s target markets. The credit union’s teams had previously relied on various segmentation schemas including age range, credit-worthiness, and income estimates, yet had not achieved desired results. The firm also wanted to better understand the needs of its members and transition from a product-based to a needs-based approach for its sales and marketing efforts.

Solution

South Carolina Federal knew that it needed deeper insights on its members. The credit union worked with IXI Services to combine internal analytics with Financial Cohorts, IXI’s asset-based segmentation system, to identify members likely to have between $100K and $500K in assets, as well as better understand their members’ product needs. The analysis helped the team identify trends and successes, as well as uncover new opportunities for growth and likely product needs.

A test campaign was developed to deliver tailored marketing messages to high potential households, resulting in an over 100% lift in key metrics, including growth in core deposits, investments, and loan balances.

Results

By using Financial Cohorts, South Carolina Federal is now able to better penetrate a sub-segment of its members through enhanced communications and one-on-one sales touches.

Corey Fink, Vice President of Business Performance Management at South Carolina Federal, reported,
“We are now offering the right product to the right member resulting in a healthier organization and satisfied members, as well as minimizing our marketing expenses.” In addition, the credit union is on track to achieve double-digit positive loan growth.

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