Credit Union Migrates to HubSpot Marketing, Improving Member Communication
Rave Financial uses HubSpot CRM to house customer data from Jack Henry Symitar.
OVERVIEW Rave Financial migrates to HubSpot, integrates with Jack Henry Symitar.
Rave Financial was chartered in 1935. It was one of the first federal credit unions in Jefferson County, Texas and currently serves as a community charter with more than 75,000 members and assets exceeding $1 Billion.
This story walks through Rave Financial's migration from Digital Onboarding into HubSpot Enterprise Marketing, empowering the marketing team to take control of their marketing efforts. Then, after getting HubSpot operational, the second phase to establish an integration with its Core, Jack Henry Symitar.
CHALLENGE Software shortcomings were frustrating and bogging down the marketing team.
Rave Financial was in the process of reinventing themselves. As they worked through a renaming and rebranding project they wanted to improve their communication capabilities as well.
The state of their marketing platform and assets were out of date, over-complicated, and modernization was long overdue. Their incumbent email marketing technology (Digital Onboarding) wasn't living up to their evolving needs. The marketing team was struggling with a host of challenges in their quest to grow their member base while effectively cross-selling products and services to their 80,000+ members. Their frustrations summarized:
- Lack of marketing reliabiltity with frequent outages and errors
- Marketing team inefficiencies through unnecessary manual entry
- Gaps in automation capabilities required too many one-off email sends
- Poor deliverability preventing them from reaching valued members
- Missing functionality inhibiting expanding marketing beyond email
- Technical restrictions in effectively rebranding email templates
GOALS Gain efficiencies and improve results with HubSpot Marketing.
Rave's marketing team wanted to generate more sales and reduce the amount of time they spent managing communication. They wanted to modernize their tactics and leverage the latest digital marketing strategies to connect with modern consumers.
They needed a solution to make their email communication more efficient while increasing deliverability and engagement. They needed help replatforming into HubSpot and help achieving a set of goals including:
- Improved communication reliability and effectiveness
- Reduced manual labor of creating and sending monthly promotional emails
- Reduced time spent on administration and troubleshooting
- Leverage new tools and channels to improve lead generation
- Modernize and refresh marketing creative with new branding
- Rebuild campaigns with improved personalization and conversion paths
- Boost revenue with new member acquisition
- Boost revenue with increased product sales to current members
SOLUTION HubSpot Marketing migration & onboarding.
Onboarding HubSpot
Our first priority was completing onboarding requirements. The Instrumental team completed global settings, landing page theme migration, master email template migration, global styling, and team setup. Training their marketing team was next, with a sequence of 4 dedicated software training calls that covered priorities, homework, and operational training for the Marketing Enterprise Hub.
Marketing Configuration
We configured the Marketing Hub to support the Rave marketing team in their activation with a host of initial configurations including:
- Email subscription types & CAN-SPAM settings
- Custom properties to house Core banking data
- Record views for users and teams
- Connected social accounts
- Recreated web forms
- Lifecycle stages for qualification criteria and journey-based nurturing
- Internal workflows for process automation
- External workflows for nurturing and cross-sell
- Lead routing and assignment
- Smart lists for database segmentation and intelligent enrollment
Core Data Export/Import (Phase 1)
For the first phase of this project, the data requirements were manual. To populate HubSpot with contact records for nurturing and communication management we leveraged HubSpot's contact import tool. The process started with a Jack Henry Symitar data assessment, field mapping, and record configuration strategy. Then we configured the field in HubSpot for import and leveraged the provided export file from Symitar to successfully import their records into HubSpot.
SFTP Automated Data Sync (Phase 2)
After HubSpot was launched, the team pursued a phase two technical project to establish an automated sync from Jack Henry Symitar to HubSpot. This was a team effort, with the Rave IT team working hand in hand with Instrumental Group
Email Marketing Campaigns
We supported their performance goals by setting up Campaigns to track performance. This support included a series of workflows for each monthly promotion. Each campaign was managed directly by Crystal, empowering her to be organized, on time, and ensure proper timing.
Performance Reporting
We also included a master reporting dashboard to help the team gain visibility into the results of their efforts. We identified priority KPI and configured the reporting modules in HubSpot to pull the data into dashboards for at-a-glance performance visibility. We then completed the onboarding and configuration with a series of system tour trainings before moving into an optimization phase as the team began marketing activities in HubSpot.
LOOKING AHEAD Actioning strategies, optimizing for success.
Rave Financial's marketing team was empowered to produce more with less as they began using HubSpot. After migrating into HubSpot, they began targeting improvements such as:
- Improving email frequency and volume
- Improving member engagement with targeted campaigns
- Reducing unsubscribe and spam report rates
- Increased email open rates and click-through rates