When Andrews Federal Credit Union opened a new branch, a direct marketing promotion with a PURL microsite component was conceived in order to: drive individuals to visit the new location, encourage existing and potential members to open new accounts, and boost membership.

 

Recipients received a personalized mailer which encouraged them to visit a personalized URL microsite. Upon entering the site they would automatically win a small prize. To claim it, they needed to visit the new branch. And once there, they would get entered to win a grand sweepstakes.

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AFCU experienced both an increase in new accounts and membership.