The promotion is a coordinated multimedia effort that includes advertising, direct mail, online marketing and one-day sales events. Weber Marketing, USA Federal’s brand development partner since 2002, came up with the member acquisition strategy and created all materials for the campaign.
The campaign features a tough but loveable bulldog named Spike, who encourages non-members to join the credit union and enjoy special offers. Spike invites people to “Join today, save big and win cool stuff!”
Spike’s “Scratch-and-Win” tickets were mailed to San Diego area residents with opportunities to instantly win HD TV’s, iPods, Nintendo Wiis, cold hard cash, a $2,500 dream vacation and the grand prize, a Harley Davidson motorcycle.
Members can play along too. Spike has a “$1,000 Big Bones Drawing” for those members who refer friends and family.
Rob Folsom, Chief Strategy Officer at USA Federal, says everything is going great. “There is a buzz surrounding this campaign like nothing else I can remember in my history with the credit union!"
To get the attention of staff and emphasize the importance of the campaign, USA Federal’s CEO Mary Cunningham kicked off the major membership drive in full costume on a Harley Davidson.
“Everyone likes Spike,” says Jeffry Pilcher, Creative Director for Weber Marketing. “He makes the membership message fun, so he grabs people’s attention whether they’re 16 or 61.”
Spike has made live appearances at USA Federal’s one-day sales events, where people have flocked to branches for special offers such as 7% certificates of deposit and 5.99% auto loans. Radio stations have broadcasted directly from USA Federal’s locations during the one-day events.
The campaign is scheduled to run through the end of the year.
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[...] debuted the bulldog in a two-month campaign resulting in 4,000 new members. The promotion was a coordinated multimedia effort that included advertising, direct mail, online marketing and one-day sales [...]