Insights

Case Studies

Campus Federal Credit Union | Louisiana | Assets: $853.9M

• Conversational Analytics • Marketing Data Platform • Strategic Consulting • Digital Communications • Direct Mail • Click Tracking
Marketing

Strategic Marketing Planning That Went from Months to Days:

How Campus Federal optimized campaign flight planning and generated millions in new balances with Marquis
_______________________

Months to days

of reduced planning time

10.23%

total response rate for HELOC campaign

$13.2 million

total balances from target groups of HELOC campaign

Campaign Overview

Challenge

Campus Federal Credit Union needed to supercharge their yearly flight planning process. This was essentially their marketing strategy that included a campaign execution plan for the entire year. But planning was a slow painstaking process, taking days, weeks, or even months to gather data, analyze it, and finalize their strategic initiatives.

Strategy

Enter Marquis’ Conversational Analytics tool (formerly known as The KEYS). This powerful tool gave Campus Federal an interactive view of customer data, delivering immediate insights and actionable recommendations to streamline their campaign flight planning.

Campus Federal Credit Union

  • Asset Size: $853,898,193
  • Membership: 45,000
  • Marquis Solutions: Marketing Data Platform (MDP), Digital Communications, Strategic Consulting, Conversational Analytics, Direct Mail, Click Tracking
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“What used to take days, weeks, and months to get planning recommendations now takes just a few clicks!” 

Unrecka Ramsey
Campus Federal Credit Union, Marketing Research Specialist

Here's How They Did It

Objective

Campus Federal Credit Union, a $853.8 million institution serving over 45,000 members with 10 branches across Louisiana, had to meet annual organizational and strategic goals.

The marketing team’s task was to develop a flight plan—a data-driven campaign roadmap with actionable recommendations to help achieve the credit union's objectives. The plan identified who, when, where, and how Campus Federal could proactively target members likely to need specific products.

The Old Way

Flight planning was slow and tedious.

The marketing team had to analyze membership data and previous campaign ROI extensively to gain the necessary insights. They calculated every account opened and monthly balances brought in for each product campaign over the past two years, along with click-through rates, impressions, and other key performance indicators.

Segmentation and targeting also demanded in-depth analysis of member demographics and characteristics, pulling data from various sources, including external research. This process often took weeks or months. Campus Federal needed a faster, more efficient approach and turned to Marquis for help.

The New Way

Using Marquis’ Conversational Analytics tool, powered by AI and machine learning, Campus Federal consolidated all member data into an interactive view.

The tool summarized KPIs, provided immediate insights, and actionable recommendations across six interactive analytics models:

  • Lifestage Analytics: Product adoption, seasonality trends, and dominant lifestage groups using household data and 60 P$YCHE lifestage segments.
  • Market Area Analysis: Branch footprint demographics, psychographic data, and financial behavior to determine growth potential.
  • Attrition Analysis: Key drivers of churn and their impact on net household growth.
  • Demographic Analysis: Prospects in the market with a propensity for various products for optimal campaign targeting.
  • Product Adoption Analysis: Growth trends, buyer profiles, relationship strength, and cross-sell opportunities.
  • Executive Action Plan: Quick insights across segmentation, product, profit, and market potential.

Thanks to Conversational Analytics, Campus Federal could now generate their flight plan with all the necessary insights in just a few clicks.

Results

Conversational Analytics had a significant impact on Campus Federal’s flight planning.

It drastically reduced planning time and gave them a deeper understanding of their membership and market potential. Predictive and propensity modeling uncovered new opportunities for cross-sales and acquisitions.

With this data, Campus Federal could craft more strategic marketing campaigns with timely, tailored, behavior-based communications. This approach led to higher engagement and response rates, generating millions in new balances from target groups across all product campaigns.

Notable Campaign Highlights:

Signature Loans

  • 53.7% open rate
  • 5.04% total response rate
  • $3.2 million total balances from target groups

HELOC

  • 46.2% open rate
  • 10.23% total response rate
  • $13.2 million total balances from target groups

Key Takeaways

By leveraging Marquis’ advanced tools and analytics, Campus Federal Credit Union transformed their flight planning process.

Conversational Analytics enabled faster, data-driven decision-making, helping them create successful marketing campaigns that met and exceeded their strategic objectives.