The $275-million SSA Baltimore FCU won a Trailblazer Award for Best Marketing Campaign in its asset category from the Maryland league. It was recognized for its "Looking for Something Better" campaign, which primarily utilized direct mail and targeted households in an underserved area of southwest Baltimore City. The area is in close proximity to its "Our Money Place," a joint venture between the SSA BFCU, A&B Check Cashers and Operation Reachout Southwest. The focus of the campaign was to generate awareness that a traditional financial institution had returned to their neighborhood offering residents a wide variety of deposit and loan products, not to mention a full-service ATM.
Separately, SSA Baltimore FCU is reporting that its "Whatever Loan" promotion exceeded campaign volume projections by more than 166%. With the headline reading, "Whenever, Whichever, Wherever ... Instead Of A However...There's Now A Whatever...The Whatever Loan from the SSA Baltimore Federal Credit Union," the campaign focused on financing whatever the member had dreamed up.
"Since the promotion hit during the summer season, purposes such as a dream vacation, a new computer or home remodeling were suggested," the credit union said. That product was a $5,000 Signature loan priced as low as 7.99% APR with a term to 24 months. When members applied they were eligible to win one of the three $500 prizes-a vacation, a gift card from Lowe's, or a gift card from Office Depot.
The campaign ran from July 1-Sept. 30, and was promoted via the $275-million SSA BFCU's bi-monthly newsletter, in-branch merchandising, targeted direct mail, a dedicated website feature and micro-page, advertising on select radio stations, statement inserts, e-mail blasts, fax broadcasts to Select Employee Group (SEG) contacts, along with statement and ATM marketing messages.
