Promotional Products Educate

Company Name:	Ingalls Employees Credit Union
Award Level:	Gold
Industry Category:	Financial Institutions
Industry Name:	Credit Unions
Promotional Objective:	Opening New Accounts
Award Year:	2000
Promotion Amount:	Less than $10
Distributor:	Marketing Professionals, Inc.

Objective:	To teach children the importance of saving and to increase credit union membership in the target market of children 10 years and younger.
Strategy Execution:	Taking a cue from its slogan, “Your Family’s Financial Navigator,” Ingalls Employees Credit Union commissioned the design of “Navvi-Gator,” an alligator mascot that would appeal to children. Navvi was featured in the credit union’s quarterly newsletter, in radio spots and at public appearances. Attention-getting posters featuring Navvi-Gator were placed in all five branches along with promotional balloons. Children who joined the credit union were welcomed with a membership kit that included a Navvi-Gator magnet frame. Children making savings deposits earned Gator Bucks they could use to purchase a well-chosen range of incentive items valued to correlate with the size of the deposit. Items they could purchase included insulated lunch sacks, sport packs, T-shirts, stuffed alligators, nylon wallets and knapsacks.
Results:	During the course of one year (July 1998-July 1999), the Navvi-Gator Super Saver Club grew from 369 members to 1,000 members; and deposits in the first 60 days reached $30,000, doubling the goal of $15,000

Posted on Monday, February 16, 2009 by Kurt McDowell filed under

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