Winners for the Marketing Association of Credit Unions' annual MAC Awards were announced at the MAC 2023 Conference in Nashville and include three credit union partners who were nominated for their creative use of and results from their DeepTarget personalized and targeted campaigns within online and mobile banking platforms. DeepTarget Inc., a transformational financial services company that provides Growth As A Service™ (GRaaS™) to community financial institutions, celebrates these credit union customers and their successful, award winning digital marketing campaigns.
For over three decades, the Mac Awards have strived to celebrate and honor trailblazing CU marketers for innovative, creative and results-driven campaigns. The three DeepTarget credit union customers recognized at this year's event displayed achievements from their marketing strategies and were evaluated based on new objectives, target audience, overall strategy, competitive factors and return on investment.
America's Credit Union (ACU) received a silver MAC award in the Electronic Marketing, $501 to $999 million category. Using DeepTarget's Digital Experience Platform (DXP), America's Credit Union created two highly innovative electronic marketing campaigns using deep member intelligence and engaging calls to action to successfully reach their audience. These campaigns produced outstanding results, leading to a tangible boost in member engagement and new account openings. With click-through rates over 12% and almost 20,000 unique impressions, the campaigns resulted in 200 new credit card balance transfer accounts in only six months. The credit union also garnered 90 new auto loans, with over 30% of loan applications taking place during the dedicated campaign that was heavily promoted using the digital real estate of their online banking (OLB) and mobile banking channels.
"The ACU Team was thrilled to hear that our digital marketing campaigns were recognized with a MAC award this year," said David Hughes, SVP of Marketing at, America's CU. "Jacob Cuthbertson, Marketing Manager and Kim Kingery, VP of Service Delivery, have worked diligently with DeepTarget for several years to connect meaningfully with our members using online and mobile banking. Their innovations and energetic partnership lead to these terrific results and continued success."
Altana Federal Credit Union was also recognized for its achievements in Electronic Marketing, $500 million and less category with silver award. Altana FCU's electronic marketing campaigns in 2022 emphasized its commitment to member-centricity, featuring innovative technologies and persuasive messaging that effectively reached its audience. Employing DeepTarget's 3D Story Technology, Altana FCU created unique and highly personalized advertisements and provided its members with an engaging experience. Altana FCU's investment in digital marketing initiatives paid off, leading to impressive results such as a significant surge in new accounts as well as an enriched user experience.
"We have always tried to be original and infuse fun into our campaigns in order to engage our members," said Eva Urlacher, VP of Marketing, Altana FCU. "3D Story gave us the most innovative canvas to showcase our fun and creativity, and delivered great member experiences plus tangible, positive results. Receiving a MAC award is a great recognition for our team."
Crane Credit Union was honored for the success of their investment campaigns from last year, winning a bronze award in the Market Segment, $1 billion and greater category. The CU's digital marketing strategy reached specific market segments, leveraging member insights to generate messages that resonate across every generation. Taking a data-driven approach, Crane CU produced personalized campaigns that accurately reflected the wants and needs of their members, which resulted in a significant increase in engagement and new account openings. Crane's success is a testament to the power of data-driven marketing and effective market segmentation.
"We are honored to receive a 2023 MAC award recognizing our innovative digital campaigns," said Marsha Clarke, VP of Marketing, Crane CU. "We pride ourselves on having taken a member-centric approach to digital communications. Having been a long-time user of DeepTarget, we rely on DXP for highly effective use of data to get the best results from our campaigns. This technology has definitely made the communication of key campaigns more efficient and specific."
"Enabling credit unions to engage members, increase loyalty and grow is our mission. We do this by empowering their digital communications with highly relevant, personalized offers and messages driven by data and AI insights. Then, we provide the proof with measured results and board quality reports, including GrowthGrid™, taking a scientific and measured approach to digital marketing," said Preetha Pulusani, CEO of DeepTarget. "It is a privilege and honor to see our credit union partners be recognized in the industry for their creativity, innovation and progressive digital engagement strategies. Ultimately, we are both proud and grateful that they partnered with us to achieve their growth and results."
