Baxter Credit Union Reaches for Higher Performance

Baxter Credit Union (BCU) is one of the 100 largest credit unions in the country, with assets over $1.5 billion, 147,000 members, and 25 branches across the US.  During its joint annual planning session with Advisors Plus in 2010, BCU asked Advisors Plus to recommend marketing programs that would meet Baxter's twin goals of a 5% increase in purchase volume and a 6% increase in outstanding balances by the end of 2011.

Advisors Plus used its proprietary SAS analytics and segmentation analysis to develop a marketing calendar for Baxter that addressed those objectives through five custom campaigns: post-holiday and back-to-school balance transfer offers and home improvement and pre-holiday usage promotions.

Together, the five campaigns met objectives and more:

  • Sales dollar volume growth of 5.69%
  • A net sales increase of 6.86%