Campaign Fundamentals

Overview

One of the main uses of the Membership Analysis document is selecting members for marketing campaigns. Vital Signs users are able to perform selections on a wide variety of member attributes to identify the pool of members that will be part of a campaign. The document also contains a special Campaign Tab that includes charts that track and report campaign results.

Campaign Types

Various different campaign types are possible.

Standard campaigns include:

• Member services
• Share products
• Loan products

Two other special campaign types are possible:

• New member campaigns

For new member campaigns, the campaign pool is sourced from a 3rd party. Vital Signs is able to track the success of new member campaigns by matching new members based on name and address from the campaign data.

• Dormant members

These campaigns are designed to encourage dormant members to become active. Dormant members are selected for the campaign and success is determined by any member activity that causes their escheat date to be updated.

Selecting Members for Campaigns

Use the Membership Analysis document to select members for a campaign.

Some common fields to use in your selection are:

• Member Age (Mbr Select tab)
• Member Credit Tier (Mbr Select tab)
• OK to Mail (Mbr Attributes tab)

Note: Names on the Mbr Attributes tab are CU specific.

Once the appropriate members have been selected, open the View Details tab and export the Account Address Info table to Excel.

Remember the status bar will show the number of selected members.

The Excel file should contain all of the member data that you need for your campaign.

Configuring Campaigns

All standard campaigns must be defined in the VsCampaigns spreadsheet. Each Campaign must include:

• Name - The name of the campaign for tracking purposes
• Start Date - The date that was launched (Wave campaigns will include multiple start dates.)
• Product Type - One of: Share, Loan, Service, Member, Dormant
• Product Codes - The desc-abrv(s), collateral(s) or flag number(s) for the target campaign product
• Filename - The name of the spreadsheet containing the campaign pool account numbers (or name & address data for new member campaigns)

Wave Campaigns

Wave campaigns repeat on a regular schedule and therefore have multiple start dates. For example, a campaign could be designed to run every month to select all new members from the previous month who did not open checking accounts. For Automated Wave Campaigns Vital Signs will automatically generate the campaign data and the campaign will run every month on a specific date. Typically, the wave campaign will target different members in each wave, but the target product will always be the same. Automated wave campaigns usually include multiple steps, where each step targets a different product. Regular campaigns created manually can also be structured as wave campaigns.

Tracking Campaign Results

For standard campaigns, Vital Signs will track the total number of direct sales of the target product, as well as direct and indirect cross-sales. Analysis can be performed to compare results for members of the campaign, and (when a single start date is selected) comparative results for all members not in the campaign.

• Target Product: The target product for this campaign identified by specific desc-abrv(s), collateral(s) or flag number(s).
• Direct Sales: Sales of the target product to members who were part of the campaign.
• Cross Sales: Sales of any other products (shares, loans, services) which are not target products to members who were part of the campaign.

• Direct: Direct cross sales include products purchased by members who also purchased at least one target products.
• Indirect: Indirect cross sales include products purchased by members who did not purchase any target products.