Founded in 1956, Indiana University Credit Union (IUCU), in Bloomington, IN, has grown to serve 64,000 members in 50 Indiana counties. IUCU was focused on growing its loan business, particularly mortgages, consumer loans and credit cards. Partnering with Comcast Spotlight, the credit union developed a strategic campaign to help all three business lines grow.
IUCU’s primary audience was middle- to high-income men and women aged 25-55, a group typically buying homes and cars, and using credit cards. The credit union also took advantage of Comcast Spotlight’s geographic targeting capabilities to both blanket the Bloomington market and selectively focus on several zones in the neighboring Indianapolis market, where additional branch locations were planned. Television advertising highlighted consumer loans and mortgages, airing on a wide range of networks reaching a diverse audience, such as AMC, Bravo, Big Ten Network, ESPN/ESPN2, Food Network, HGTV, History, NBCSN and TNT. IUCU also took advantage of local Olympics advertising opportunities on NBCSN, CNBC, MSNBC and USA. To build its credit card business, IUCU used home-page takeovers on Xfinity.com. This high-impact advertising platform linked consumers directly to IUCU’s credit card application page.
IUCU’s management team had three tiers of goals for business growth: threshold, target and maximum. For the retail loan category, the maximum growth goal was 7.5%. Multi-screen advertising with Comcast Spotlight helped blow past that goal, as year-over-year growth in the category reached 10.8%. The credit card business rebounded from a decline of 6.8% during the year-earlier time period to increase by 13.7%. In addition, ICIU also led its market in residential real-estate lending.