Loan Campaign
Grows by $3.5M
Client: Kelly Community
Federal Credit Union
Strategic marketing campaign for credit union loan growth, member acquisition and product penetration
PROJECT SNAPSHOT
INDUSTRY:
Credit Union
SERVICES:
Campaign Strategy, Digital Advertising, Direct Mail, Broadcast & Streaming Advertising, Outdoor Advertising, Social Media, Branch Marketing
OBJECTIVE:
Increase auto loan growth and product penetration
RESULTS:
$3.5M in loan growth
- 17% increase in product penetration
- 2,426 digital conversions
The Opportunity
Growing an auto loan portfolio takes more than competitive rates. Kelly Community Federal Credit Union set a goal to increase its auto loan portfolio by more than $3.1 million in one quarter. Success required a strategic marketing campaign that drove loan growth while strengthening long-term member relationships.
The Strategy
Every marketing campaign should solve a business problem, not simply promote a product. Kearley developed a strategic marketing campaign that paired a competitive lending offer with targeted audience segmentation and coordinated messaging across every channel, guiding borrowers from awareness to application.
Campaign tactics included:
- Digital display advertising
- Social media marketing
- Direct mail targeting qualified borrowers
- Broadcast and OTT advertising
- Outdoor advertising
- Branch merchandising and signage
- Cross-selling incentives to increase product penetration and member value
The Solution
A promotional rate opened the door. Strategic marketing drove results. Kearley executed a multi-channel marketing campaign that combined digital advertising, direct mail, broadcast, outdoor and branch marketing to reach qualified borrowers. The campaign increased awareness, encouraged applications and strengthened long-term member relationships.
The Results
The campaign exceeded every primary objective.
- $3.5 million in loan portfolio growth, surpassing the original goal
- 17 percent increase in product penetration
- 10 percent growth in total borrowers
- Four percent membership growth
- 2,426 digital conversions generated during the campaign
By year-end, Kelly Community Federal Credit Union grew its auto loan portfolio by $13 million, more than doubling its annual goal. Member engagement increased, Google reviews averaged 4.9 stars across more than 1,400 reviews and multiple financial service officers achieved million-dollar production months.
The campaign also earned a Category’s Best Diamond Award from America’s Credit Unions, recognizing its strategic marketing, creative execution and measurable business results.
Digital Assets
THE KEARLEY
TAKE
Marketing works hardest when every tactic serves a larger business objective. That's how organizations turn successful campaigns into sustainable growth.
Print Materials
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