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Case Studies

CSE Federal Credit Union | Louisiana | Assets: $460M

• Marketing Data Platform • Strategic Consulting • Digital Communications • Direct Mail
Marketing

How CSE Federal Credit Union Achieved Organic Growth and Engagement with Marquis Solutions


_______________________

754

accounts generated

$16.6 million 

balances generated

351.25%

ROI

Campaign Overview

Challenge

CSE Federal Credit Union (CSE FCU) sought to increase organic growth and member household profitability in an unfavorable market environment. 

Strategy

With Marquis, CSE FCU was able to gain a 360-degree view of member information that helped them identify life stages and develop detailed member personas by individuals and households. With this information, CSE FCU could proactively target members with relevant products based on qualifying criteria, focusing their campaigns on action-ready segments.

CSE Federal Credit Union (CSE FCU)

  • Asset Size: $460 million
  • Headquarters: Lake Charles, Louisiana
  • Marquis Solutions: Marketing Data Platform (MDP), Digital Communications, Strategic Consulting, Direct Mail
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"As the Chief Marketing Officer of CSE FCU, I've witnessed firsthand the transformative power of Marquis' software and services. By leveraging their solutions, we've not only achieved significant ROI and engagement growth, but this partnership has been instrumental in helping us solidify our brand voice, optimize budget spend, and drive meaningful results."

Colleen Desselle
CCUFC, CUBDP, CCUME, CUCE, Chief Marketing Officer, CSE FCU

Here's How They Did It

Objective

CSE FCU, a financial institution deeply rooted in Lake Charles, Louisiana, is always on the lookout for innovative ways to engage its members and improve operational efficiency.

Focused on growth and enhancing member household profitability, CSE FCU partnered with Marquis, a trusted provider of comprehensive marketing solutions.

CSE Challenge

Previously, CSE FCU relied on mass advertising, which made tracking ROI and demonstrating tangible results challenging.

Despite an unfavorable rate environment and other external market factors, CSE FCU’s marketing team believed in the potential for organic growth if they could: 

    • Identify growth potential within existing households. 

    • Deliver consistent multi-channel messaging to member households. 

    • Track ROI and show results.

With the guidance of their Marquis strategist, they developed a plan to achieve these goals. 

Strategy

To identify growth potential within existing households, CSE FCU needed a comprehensive view of all member information to better understand their needs and provide an enhanced experience.

Using Marquis’ Marketing Data Platform (MDP), they centralized all member data from various sources. This 360-degree view of member information helped them identify life stages and develop detailed member personas by individuals and households. With this information, CSE FCU could proactively target members with relevant products based on qualifying criteria, focusing their campaigns on action-ready segments. 

To engage these member segments, CSE FCU ran multi-channel campaigns with personalized messaging tailored to each member’s unique journey using Marquis’ Digital Communication and Direct Mail Solutions. They created automated campaigns for various use cases, including: 

    • Onboarding 

    • New Products 

    • Auto Renew 

    • Good Manners Marketing 

    • One-Time Campaigns 

Their Marquis strategist helped them develop personalized touchpoints with consistent messaging that resonated with each member's persona. They delivered communication through multiple channels, including email and direct mail, ensuring clarity, consistency, and constancy in their communications, thereby enhancing their marketing efforts' effectiveness. 

Using Marquis’ MDP, they tracked all marketing results and ROI, easily viewing and sharing key performance metrics with stakeholders. This data proved the value of marketing to the bottom line, securing more budget to support their efforts. 

Results

The partnership with Marquis yielded significant results for CSE FCU in 2023:

    • Accounts Generated: 754 

    • Balances Generated: $16.6 million 

    • Margin Generated: $406,556 

    • ROI: 351.25% 

    • Engagement: 

      • Household Increase: 1.9% 

      • Member Increase: 2.6% 

      • Number of Accounts Increase: 5.2% 

      • Deposit Balance Increase: $4.7 million 

      • Loan Balance Increase: $13.4 million 

      • Increase in Unique Products per Household: From 1.89 to 1.93 

      • Reduction in Single Product Households: From 38.57% to 36.68% 


Benefits

By leveraging Marquis' solutions, CSE FCU experienced several key benefits:

    • Enhanced Decision-Making and More Budget: Demonstrating ROI and tracking results enabled better decision-making and adjustments to marketing strategies. It also helped them secure more budget for their efforts. 

    • Increased Member Engagement: Consistent messaging and data-driven insights significantly improved member engagement and satisfaction. 

    • Operational Efficiency: Automated processes and targeted campaigns streamlined operations and saved time, allowing the marketing team to focus on strategic initiatives. 

Key Takeaways

By leveraging Marquis' comprehensive suite of solutions, CSE FCU not only achieved its goals but also formed deeper, more trusting relationships with its members.

CSE Federal Credit Union's partnership with Marquis demonstrates how a strategic alliance and the right marketing tools can drive substantial growth and engagement, even amidst challenging market conditions.

“I firmly believe in the impact of 'good manners' campaigns in fostering relationships beyond direct promotions. With our Marquis' team support, our courteous and personalized approach has not only deepened member engagement but also led to significant increases in product adoption outside of traditional marketing channels. Through genuine connections and thoughtful communication, we've successfully cultivated trust and loyalty, ultimately driving growth and success for our institution." 
- Colleen Desselle, CCUFC, CUBDP, CCUME, CUCE, Chief Marketing Officer, CSE FCU