How we scored 24%
Article Abstract:
Vancouver City Savings Credit Union, the biggest credit union in Canada, reported a 24.1% success rate for a direct mailing campaign aimed at its business members. The campaign, touted as an example of the effectiveness of targeted marketing in comparison to the shotgun approach, sought to offer the credit union's line of credit package to the bank's small to medium business owners. VanCity's initiative is part of six programs aimed at increasing the company's revenues.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Richmond loses Cuthbertson
Article Abstract:
Two top marketing executives of Richmond Savings, a Canadian credit union, have resigned. VP of marketing Brent Cuthbertson has left to become the vp of corporate marketing at the Insurance Corporation of British Columbia while manager of marketing communications Rachael MacKenzie will become the director of marketing for Maclean's magazine in Toronto. Cuthbertson was credited with the creation of Richmond Saving's bank-bashing advertising campaigns of the 1990s.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Richmond Savings wins ad battle
Article Abstract:
Richmond Savings Credit Union of Richmond, British Columbia has won the right to use its signature slogan, We're not a bank. We're better,' after its six-year dispute with the Canadian Bankers Assn was over. The banking association previously argued that because Richmond is not a bank, it could not use the word 'bank' in its advertising, even if only to say that it indeed was not a bank.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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