$1.5 Million Recurring Revenue:

Overview

Global Credit Union (GCU), formerly Alaska USA Federal Credit Union, is a member-owned financial cooperative with $11.3 billion in assets and over 750,000 members worldwide. As one of the largest credit unions in the U.S., GCU sought to move beyond"blanket" marketing to drive deeper engagement with its credit card portfolio by leveraging actionable member data and targeted insights.

GCU partnered with MX for the notifications and insights portion of their multi-dimensional, cross channel marketing strategy.Over a ~4 month campaign, they realized over $1.5 million in annual recurring revenue and >1,700 new credit card accounts. By leveraging their efforts and the capacities of MX, they were able to drive real attributable change incredibly quickly for a portion of their wide reaching campaign.

The Challenge

GCU wanted to maximize the impact of its annual "Million Miles"promotion - A high-stakes campaign where members could win one million travel reward points for using their GCU credit card. The goal was twofold:

• Acquisition: Convert non-cardholders into new cardholders.
• Card Usage: Encourage existing cardholders to switch their recurring bill payments to their GCU card.

Both of these feed into higher goals of increasing the number of products per member, using personalized messaging to decrease acquisition costs of new card holders, and increase in interchange revenue by pulling transactions from competitor cards.