Multi-Channel Campaign Featuring Custom Maps Case Study

CLIENT

Bellco Credit Union - a credit union with 191,000 members and over $2 billion in assets.

SITUATION

ATM Network Changes: For many years, Bellco Credit Union had informed their 191,000 members that they could use Fastbank/U.S. Bank ATMs to make deposits and surcharge-free withdrawals in addition to Belloc’s network of 16 branches in Colorado. In early 2010, Bellco's relationship with this network was going to change and their members would no longer be able to make deposits at these locations. Because a large percentage of the members were regularly using the affected ATMs, this change would likely result in frustrated members and an increase in support calls. So, Bellco proactively reached out to its membership to let them know where the nearest alternate ATM was located using Variable Maps.

Lack of CO-OP Network Visibility: Bellco consistently strives to communicate the size of their ATM network to their members, emphasizing convenience, and contrasting their offering to that of a national bank. Bellco owns 60 ATMs and is part of the CO-OP network that in Colorado includes 236 machines inside 7-Eleven stores and 475 machines owned by other credit unions. These machines are surcharge-free to Bellco members and many accept deposits. Bellco members, however, are often unaware of all the locations available to them.

METHODOLOGY

Customized Maps: To clearly communicate the proximity of the affected Fastbank/U.S. Bank ATMs, custom maps were created. These maps showed all the alternate CO-OP Network and Bellco ATMs near the affected ATMs. To personalize the member's experience, the maps were customized to each recipient, showing locations within a five mile area around their home.

Coordinated DM, Email Campaign, and Personalized URL Campaign: Because many Bellco members rely heavily on email and online banking, printed map mailers weren't enough. The customized maps were also used on HTML emails. These pieces were personalized to the member and were designed to not only alert members to the upcoming change, but also to drive them to a Personalized URL (PURL) landing page unique to that recipient, allowing members to view their customized map, access a detailed list of addresses to all the ATM locations, and read additional information about the change. Connect Services West provided Bellco's marketing team with regular tracking reports showing how many members had accessed the PURLs, which helped Bellco understand whether or not their message was getting through to members.

Highlighting Positive Changes: To balance a potential negative perception of the ATM network change, all the pieces highlighted the new deposit automation and check imaging features available at Bellco branch ATMs. These positive changes would make it easier than ever for members to make their ATM deposits.

RESULTS

Historically, credit union members are resistant to change, especially when it involves transactions they make on a regular basis. By using custom map technology and an integrated marketing approach to communicate relevant information regarding the changes to their members, Bellco Credit Union successfully drove over 5200 members to the personalized landing pages to find more information. In addition, member feedback was overwhelmingly positive, and the wave of support calls from frustrated or confused members never materialized.