Dream On A Disney CU Cashes In On Summer Tourist Season
During the summer tourist season, the Disneyland Resort employs approximately 20,000 "cast members"-the
Partners FCU currently serves just under half of those employees, and has launched a campaign to increase participation.
Partners FCU began sending a marketing piece to all cast members who did not belong to the credit union. The color brochure
Andrew Downin, vice president of marketing for Partners, said that because of the large number of employees involved, the CU
The strategy was that staggering the mailings would allow potential new members to get individual service when they visited a
"When people come to Disneyland, dreams can happen. Our cast members make those dreams happen every day," said Downin.
According to Downin, 48% of cast members at the Disneyland Resort belonged to the CU before the campaign began.
He said the membership drive has drawn about a 4% response rate through the second week of June, and that Partners expects to
The campaign, known as "Your Dreams Begin Here," also includes advertising at bus stops, in branches and at various locations
Disney employees appeared on the mailer and on the loan calculator wheel, and Downin said they have become minor celebrities.
"Several of the cast members featured in the campaign have been asked to autograph the mailers as a collectible," he said.