Prospera’s Mailer Is Cool… Literally, It’s Icy
This creative idea comes to us from Prospera Credit Union in B.C., Canada. The credit union mailed out branded gel packs bearing the message, “Paying taxes is a big headache. That’s why we’re freezing them for 10 years. Introducing the Equity Share Offering from Prospera. Freeze and apply for immediate tax relief.”
Print materials explaining the investment opportunity along with a customized letter were sent in Mylar envelopes with each gel pack. The transparent Mylar envelopes allowed recipients to see the gel pack inside.
Prospera mailed nearly 4,500 packages to a pre-qualified list culled from the credit union’s 60,000 members. Each recipient received a follow-up phone call from Prospera.
Bottom Line: The total cost for the promotion was $42,475, with an ROI that bettered returns on two previous, more-conventional campaigns by 143%.
Tip of the Hat: Thanks to JP Jones for the find, and to Deliver Magazine for their article about it.
This article © 2012 by The Financial Brand and may not be reproduced.
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Equity share offerings are deposits that are not guaranteed under the Provincial Governments CUDIC guarantee. They usually have a higher rate of return and are equity for the credit union. There is a long history in the province concerning the use of equity shares since being allowed to issue them.
In light of the recent events in the financial industry, the difference between deposits and equity should be part of any offering.
I went poking around the Prospera website but couldn’t find any info. Thanks for shedding some light on this Gene.
[...] Prospera mailed nearly 4,500 packages to a pre-qualified list culled from the credit union’s 60,000 members. Each recipient received a follow-up phone call from Prospera. The message: ““Paying taxes is a big headache. That’s why we’re freezing them for 10 years.” READ MORE [...]