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CU System
Diamond Award winner boosts loans with new ads
MUSCLE SHOALS, Ala. (1/18/13)--Listerhill CU in Muscle Shoals, Ala., ran a six-month campaign in 2012 called So Can You to promote lending to its members and to capitalize on previous momentum in loan growth.

Listerhill garnered nearly $105 million in new loans, which was 5.7% beyond its goal of $99.3 million and 15% more than the total of its previous campaign.

That momentum came in 2011, when the $602 million asset credit union's Just Move It promotion that added $91 million in loans--1.32% above its $90 million goal. The promotion garnered Listerhill a Diamond Award-winning Best of Show Award from the CUNA Marketing & Business Development Council.

"Our goal for 2012 was to make sure we capitalized on the momentum we had from Just Move It," said Kristen Mashburn, Listerhill marketing director. "Our campaign had to become even more strategic than last year's promotion."

Listerhill began planning the So You Can campaign just days after Just Move it concluded, Mashburn said. Its marketing team brought together a cross-sectional panel of personnel from its branches and main office. "We wanted to make sure we solicited accurate feedback on what went well with Just Move It, as well as what we could improve upon with the new campaign," Mashburn explained.

Listerhill ran its So You Can campaign from April through September to capitalize on warmer weather and members' increased propensity to borrow during that period, Mashburn said.  Just Move It ran between July and December 2011.

In Just Move It, "our members loved the cash giveback they received from moving their loans," Mashburn said. "We decided to keep that component as well as add a referral system that provided even more cash rewards by incentivizing members to refer other members for new loans."

To help emphasize the relationship aspect of the program, Listerhill decided to feature members who saved on their loans through lower rates through the So You Can campaign.

To view the two television advertising pieces, use the links.
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