Over 280 million Americans

carry mobile phones – that's over 90% of the nation's population

8 trillion SMS/Text messages were

expected to be sent in 2011

Smartphone subscribers using Mobile Internet

have grown 45% since 2010

88% of the Millennialstext regularly- The Web has

become their primary source of information

73% of mobile users are interested in shopping

from their phone

45% of Web mobile use is spent checking email

30% of US households are wireless only

Generating New BusinessWith Electronic Response Strategies

Let’s Talk About

• Growth• Segmentation• Technology• Results

Growth

What are the objectives?

• Growth in Assets

• Growth in Loans

• Growth in ROA

• Growth in Profits

Profit as a Metric

• Not just for corporations/business

• Key indicator for success

• Check and balances

Do you know your members?

• Profitability• Growth• Retention

What do your most profitable members look like?

• What percent of your members

are profitable?

• Which of them are the most

profitable?

• What attributes do they hold?

• What do they buy?

• Why?

How do you find more of them?

Transformation• Use profitable members as model

for growth

• Grow the % of profitable members

• Objective: • Better financial results

• Healthier credit union

• More engaged members

• More satisfied members

Successful Strategy

Member

Solutions

Profitability

Elements of Growth

• Sell more to your profitable members

• Create more profitable members from existing members

• Add new profitable members from outside

• Add new solutions

Lifecycle Communications• Attract

• With one-to-one communications• Retain/Convert

• With new offers• Grow

• With relevant products

Multi touch communications to offer more products

Statistics

How do you communicate with members?

Communication Channels• Monthly documents:

• Statements• e-statements• Notices• Loan bills, etc.

• Direct marketing• Electronic marketing

(e-alerts)• Among others

Maximizing ResponsesCall to action: Reply Cards

1%‐2 response 

rate

1%‐2 response 

rate

Toll Free Numbers

2%‐4% response 

rate

2%‐4% response 

rate

Visits to the Website

2%‐3% conversion 

rate

2%‐3% conversion 

rate

QR Codes8%‐9% response 

rate

8%‐9% response 

rate

PURLS9%‐10% response 

rate

9%‐10% response 

rate

QR Codes/PURLSQR Codes•2 dimensional barcodes •easily scanned using any modern mobile phone

Personalized URLs•Website with variable content •URL with recipients' name

Using data to generate better financial results

www.SamSample.creditunion.com

QR Codes/Personalized URLs

www.cathedralpurls.com/NAFCUGrowth

Process Flow

Instant Response

The Results

Marketing ROI Example

Direct Mail Color promo pageColor promo page w/PURL, QR Code *

Documents Mailed 10,000 10,000 10,000

Marketing Messages 10,000 10,000 10,000

Response Rate 1.0% 3.0% 6.0%

Responses 100 300 600

Conversion Rate 30% 30% 40%

Sales 30 90 240

Revenue per order $300 $300 $300

Total Revenue $9,000 $27,000 $72,000

Marketing Cost per piece $0.55 $0.085 $0.205

Total Cost $5,500 $850 $2,050

ROI 164% 3,176% 3,512%

* Scans, logins are trackable for campaign measurement

Benefits of Enhanced Communications

• Increase growth• Improved profitability• Data driven personal messaging• Delivered across different channels• Instant feedback• Measurable results

Contact Information

Steve MillerNational Account Director- Financial Services(315) 652-6230smiller@cathedralcorporation.com

Maria Del AmoDirector of Marketing(315) 652-6256mdelamo@cathedralcorporation.com