Based in Huntsville, Alabama, Redstone Federal Credit Union has been proudly serving the Tennessee Valley since 1951. With nearly 370,000 members and more than $3.5 billion in assets, Redstone is the largest credit union in Alabama and among the 25 largest credit unions in the nation.
Although Redstone Federal Credit Union (RFCU) is a multi-billion-dollar organization, the company runs with a lean marketing team. RFCU has nine people in their marketing group with one person dedicated to email marketing. Prior to adopting Adobe Marketo Engage, RFCU was using an outdated solution that required coding and heavy technical support to send emails. RFCU also had no way to capture interest of prospective members who were visiting their website.
To grow their membership and increase their wallet share, RFCU wanted to shift from marketing in one-off campaigns to responding to existing and prospective members through triggered messaging when members became engaged with RFCU, such as a specific product page on the website.
With a small marketing department, RFCU needed a powerful solution to automate their marketing communications. The ability to create drip campaigns, segment their audience, and stream communications with different paths were also important features in RFCU’s search for the right solution. With automation, RFCU imagined creating a content strategy to engage both existing and future members. RFCU also wanted a way to keep track of their membership in order to determine when and where demand was high enough that future branches might be opened.