SEGMENT Busy professionals without time to shop around for a great vehicle loan, but willing to refinance their vehicle or purchase a new or used vehicle.

TARGET AUDIENCE Members who have a vehicle loan maturing in the next 12 months.

MESSAGE Online account service with mobile banking app and special, limited-time Presidents’ Day rates.

MEDIUM Digital campaign including coordinating email, website, social media, and eStatement message.

INCENTIVE Special loan rate discount for the first six billing cycles.