Loan Promo Reels In $24M In New Lending

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Educational Employees Credit Union is rolling out a lending campaign that has a goal of $24 million in new loans and an increase of 7% in net loan revenue.

Created by Redbeard Communications, the campaign's creative employs a montage using three-dimensional design elements and manual assembly to "create an attention-grabbing visual presentation of the promotional offer to inform and entice credit union members looking to purchase or refinance a loan on a car, boat or recreational vehicle," the agency said.

The $1.15-billion, 125,000-member credit union is promoting the loan with a fishing theme and the slogan, "It might be the greatest catch you've ever made." Aged photographs of cars, boats and RVs complement the mailer's assortment of fishing paraphernalia to create the campaign's look, as do other design elements such as driftwood, textured background materials, real fishing lures, bottle caps, ropes, sea-sponges and netting as a unique tie to the theme.

Banners, teller signs, and posters are being displayed at each of the credit union's 10 branches, and direct mail will be sent out in two waves to 20,000 targeted members.

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