The Goal

OCCU had aggressive targets to increase membership and member satisfaction. In an effort to meet the needs of members, it was important to gain insights into the wants and needs of members and prospects. 

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The Strategy

Nearly 2,000 members and prospects were surveyed to gain insight into the thoughts, beliefs and behaviors on managing money, including desires and pain points. The data gathered was analyzed for patterns and themes that would distinguish meaningful themes that OCCU could use to develop messaging and services that would add value to their target audiences. 

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My Role

I led strategy and analysis of the persona data. 

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The Results

The persona data was used to craft messaging that resonated with members, leading to more than six percent lift in membership growth in the first year.