One of the key participants (or “character”) in this story is the Tri-Town Teachers Credit Union. Our internet marketing strategy was described in an earlier post. Over the last 6-7 months the key marketing activity has been a weekly e-mail program. During this period 28 e-mail letters were sent to an average of 834 recipients.We tried to focus each e-mail letter on one topic.
The strategic objectives of the program are to:
- Demonstrate that the credit union was competitive with most banks for being the members’ primary financial institution by making them aware of the wide range of services and financial products offered.
- Increase member use of the many services such as loans, credit & debit cards, and share accounts (checking).
- Increase overall Tri-Town Teachers Credit Union membership.
- Be the agent that brings readers to the other key components of the internet marketing strategy, namely the Facebook page and the blog, Tri-Town Apple.
Time to Pause & Assess
As we reached the end of June, we realized two important factors.
- We had essentially covered all the significant topics.
- Many of the members would be taking vacation over the summer and thus our audience would be reduced.
These factors led us to the conclusion that July/August would be a good time to pause the program take a measure of how effective it was and what should be changed, if anything. Continue reading