United Heritage Credit Union (UHCU) was founded in 1957 to serve military personnel and their families. Since that time, it has become a community-based credit union open to anyone who lives, works, attends school or worships in the counties surrounding the Austin and Tyler, Texas areas. UHCU, a not-for-profit financial cooperative owned by its members, offers checking accounts, savings accounts and loans. Focusing on improving the member experience rather than serving the interest of shareholders, UHCU usually offers more favourable loan rates and higher savings yields than the big banks.
According to Kevin Farley, AVP of Digital and Brand Experience, UHCU is expanding its marketing efforts to provide current members with a more personal, financially fulfill relationship and to spread the word among potential members about UHCU’s competitive rates and services. Though he and his team continue to address the needs of current members, they are also working to attract new members to achieve economies of scale that allow UHCU to deliver more compelling member benefits.
To attain growth targets, UHCU marketers are addressing the challenges associated with shifting member expectations regarding how, when and where they want to be engaged. They are combining digital marketing across email, the web, display advertising and social media with traditional channels such as radio, billboards, print advertising and local community events.
UHCU’s marketing approach focuses more on behavioural targeting than segmentation. The UHCU digital marketing team targets people whose behaviour indicates specific interests and needs — for example, buying a car or a home. Adobe Marketo Engage provides UHCU with a platform for delivering personalised and genuine experiences to members and potential members using the channels each person prefers.
“Marketo Engage plays a key role in our digital marketing strategy,” says Farley. “It’s taking on more and more of the heavy lifting for our digital marketing efforts, allowing us to increasingly automate processes that previously took up valuable time.”