VISA CREDIT CARD CAMPAIGN

UMCU offers members two credit card options including a low-rate Visa and a cash back rewards card.

Campaign Goals: Raise awareness, encourage credit card sign-ups, and boost usage by showcasing the unique benefits of a UMCU credit card.

Campaign Assets: Paid media ads, social media, email marketing campaigns, and in-branch signage, bus ad (2019).

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 48,500 recipients in October 2024, the email highlighting the "1.10% cash back on all purchases" achieved a 78.9% open rate and a 4.4% click-through rate.