Wed, Jun 26, 2013
Tower Federal Credit Union has received the “Best Overall Marketing Campaign” Trailblazer Award for Excellence in Marketing & Communication from the Maryland & D.C. Credit Union Association (MDDCCUA). Tower won first place in the credit unions with over $500 million in assets category.
Tower’s award-winning marketing campaign focused on the credit union’s 2012 outreach to members about the Home Affordability Refinance Program (HARP), a federal program that helps homeowners who were underwater on their mortgage refinance their homes. Prior to the government’s rollout of the second phase of HARP in March 2012, Tower reached out to a targeted group of members through direct mail letters and e-mails, newsletter articles, monthly statement inserts, and Web site ads.
“We wanted our members to know that Tower is here to help them save money and achieve financial stability during a poor housing market and difficult economic times,” says Martin Breland, Tower’s President and CEO. “For many members, and especially those on a fixed income, being able to refinance their homes lifted a financial burden.”
Breland says the average savings for those who refinanced with Tower through HARP is over $5,000 annually, with several members saving over $8,000 a year. One member is saving $979 a month—almost $12,000 per year. “That’s a real life changer,” he says.
Along with helping members in a bind, the HARP promotion increased Tower’s lending portfolio. As a direct result of the promotion, Tower amassed over $78 million in HARP applications. Thirty percent of these were members who had mortgage loans with other lenders. Including gains from loan sales, loan fees and title company fee, HARP loans generated $3.2 million in revenue for Tower.
Tower has won several previous Trailblazer awards, including Best Marketing Campaign for the past four consecutive years, Best Web Site, and Best Member Newsletter.
Photo Caption: John Bratsakis, President & CEO of the Maryland & D.C. Credit Union Association (MDDCCUA) presents the Trailblazer award for “Best Marketing Campaign” to Natasha Henry, Communications Writer for Tower Federal Credit Union.
Photo credit: Kyle Swisher
About Tower Federal Credit Union
Tower Federal Credit Union is a member-owned, non-profit financial institution with headquarters in Laurel, Maryland. Established in 1953, Tower is the largest federal credit union in Maryland with over $2.6 billion in assets. It provides a full array of financial products and services and serves over 127,000 members worldwide. Tower serves its local-area members with eleven branches in Anne Arundel, Baltimore, Howard, and Prince George’s counties and five branches at Fort Meade, as well as online services and mobile banking at towerfcu.org.