Results and Timeline of BECU’s Member Advantage & Early Saver Programs

While these programs have received a lot of attention in the media, BECU offered new insight into its marketing strategy and its next steps.

During this month’s webinar about Share Growth Strategies in a Lean Market,Ken Myhra and Shirley Taylor from BECU discussed the credit union’s Member Advantage and Early Saver Programs.

While these programs have received a lot of attention in the media, BECU offered new insight into its marketing strategy and its next steps. The programs, which reward small savers with a premium rate, took about one year to research, launch, and promote.See the timeline below:

BECU also debuted its marketing campaign strategy, including television commercials, for the first time on the webinar.

Along with the TV spots shown above, its marketing campaign consisted of print advertising in four major markets, radio, direct mail, branch & ATM signage, member newsletters, and web site marketing. See the programs’ results below.

Member Advantage & Early Saver Results
As of 04/23/07

Product/Service Description

# of Accounts

Change from Launch (10/15/06)

Total Balances

Change from Launch (10/15/06)

Member Advantage Savings

60,085

21,279

$215,765,791

$72,119,036

Member Advantage Checking

60,085

21,279

$165,206,346

$78,955,521

Early Saver

47,864

6,199

37,245,469

4,571,460

eStatements

77,545

19,182

N/A

N/A

Bill Payment

74,257

12,082

N/A

N/A

To hear more about the programs, including improvements to the program, next steps and lessons learned, register to receive the webinar on-demand.

April 21, 2016

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