Integrated Marketing Campaign
Alta Vista Credit Union
Alta Vista Credit Union is a state charter credit union founded in 1943 with two branch locations in Redlands and Rialto, California. The company initially served Norton Air Force Base but grew in the 1990s to serve anyone who lives, works or worships in San Bernardino or Riverside counties. Banking and financial offerings include free checking accounts; auto, personal and home equity loans; credit cards; and electronic services.
Alta Vista worked with Chartwell Agency to develop a holiday signature loan campaign. As incentives, qualifying applicants would be entered into month-end and quarter-end drawings and the credit union pledged donations to a local children’s hospital program for every qualifying member.
Chartwell developed a holiday-themed campaign that ran from October through December. The theme, Holiday Dough, connected a popular family holiday tradition of baking cookies with the holiday loan. The campaign was rolled out with a direct mail postcard to members; a geofenced digital advertising strategy incorporating direct emails to promote the loan and solicit new members and display advertising; and in-location promotional posters and TV monitor displays.
The nostalgic and inviting campaign theme was well-received by members, resulting in an outstanding 61 percent year-over-year increase in loans generated for the fourth quarter.