Rock Valley Credit Union
Training & Facilitation
Rock Valley Credit Union is a not-for-profit financial institution owned by its nearly 17,000 members in Illinois and Wisconsin. With headquarters in Loves Park, Illinois, two additional branch offices are located in Rochelle and Machesney Park, Illinois. Since 1968, RVCU has adhered to its founding principles of individualized service and community support.
After months of social distancing, during the fourth quarter of 2020, RVCU sought to reestablish a personalized connection with members and prospective members. In addition, they wanted to reinvigorate auto loan generation in anticipation of a new year, and potentially, a new outlook for consumers.
First, Chartwell Agency directed a new creative platform to position RVCU in a more aspirational and less transactional light. The images and content touched more on feeling rather than just finance. A precisely focused marketing strategy was then developed to include social media and radio advertising campaigns, and direct email blasts.
Chartwell’s direct response approach targeted those with a demonstrated high likelihood of purchasing a vehicle, and specific demographic factors and credit ratings. An aggressive two-month campaign was employed to establish and reinforce the messaging, and ultimately move targets to action.
All components of the program performed well, and together resulted in an increase in auto loan volume of more than 20% year over year. In fact, the program was so successful, RVCU is planning similar campaigns for each quarter in 2021.
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120 West State Street, Suite 305
Rockford, IL 61101