It's No Gamble: Deposit Promo Doubles Its Goal

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Advance Financial FCU reported it doubled its deposit goal following a certificate promotion. Called the 7-11 Certificate, the credit union was offering seven-month (4.25% APY) and 11-month (4.50% APY) terms along with a $25 gas card to all depositors. The goal had been $2 million over a 12-week period, but it hit that goal after two weeks. By the end of the promotion AFFCU had attracted $4.976 million in deposits, two-thirds of which was new money, according to Marketing Director Samantha Knight. The campaign also drew 99 new members. Marketing included posters, statement stuffers, movie theater slides, newspaper ads and website promotion and was created by agency Heisler Gordon & Assoc., Chicago. The central marketing message: "It's no gamble. Take a spin with Advance Financial's lucky 7-11 CDs ... At AFFCU, you're always in the winner's circle."

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