A deep dive into the strategic planning, creative execution, and performance outcomes behind our 4.99% APR Auto Loan Campaign.
Goal: Drive new loan volume growth by promoting our 4.99% APR Auto Loan program.
My Role and Responsibilities: I was the campaign leader and authored the activation brief. I was the messaging strategist and stakeholder liaison between compliance and digital channels.
Objective: Have an always on home loan campaign that will increase loan volume at UFCU by implementing strategic marketing initiatives.
Audience: Our target audience are 25 – 44 years old with a household income of $50-75K+. They are motivated to reduce debt and provide for family. This audience seeks financial guidance in debt reduction and growing savings.
Channels:
- Paid Display
- Print Ads
- Promotional Emails
- Branch Materials
Results:
- 119% increase month over month in submitted applications
Creative:
Kathryn Dudley 
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