MORTGAGE CAMPAIGN

UMCU’s yearly mortgage campaign that takes place in April-September.

Campaign Goals: Educate both members and non-members about UMCU’s mortgage offerings, emphasizing the benefits of choosing UMCU over other financial institutions.

Campaign Assets: Our marketing efforts include emails, in-branch signage, flyers, paid social media ads, and digital paid media to maximize reach and engagement.

Responsibilities:

• Participate in cross-functional meetings to define campaign goals and objectives.

• Develop compelling design concepts that align with the campaign’s vision.

• Incorporate feedback from the marketing and lending teams to refine materials.

• Collaborate with UMCU’s writer and digital marketing manager to ensure consistency and effectiveness.

• Manage the sourcing, printing, and distribution of campaign assets to vendors.

Campaign Success: Conducted A/B testing on emails to analyze open and click-through rates by varying imagery and messaging. Sent to over 52,000 recipients in September 2024, the email featuring a "3.00% down" header achieved a 72.9% open rate and a 0.6% click-through rate.