Ascend Federal Credit Union – Identifying Areas for Growth

Situation:

Ascend Federal Credit Union, the second largest credit union in Tennessee, was moving forward with its goal of becoming the state’s largest credit union and expanding their presence in the Nashville area. As part of their growth strategy, Ascend was interested in determining which areas of the Nashville market represented the best opportunities for expansion.

Analysis:

Alexander Babbage built a model which was based on Ascend’s existing branch performance and the demographics of potential members living throughout the credit union’s targeted footprint for expansion. The model was used to predict branch performance scores, which were then applied to the Nashville area to identify potential areas for growth. The model was also used to analyze potential expansion sites which had previously been identified by Ascend.

Result:

Through a statistically valid approach, Alexander Babbage was able to help Ascend systematically evaluate and prioritize brand re-fits/re-builds, branch re-locations and new branch development.

Mastercard Miami – Latin American Shopper Research Study

Situation:

MasterCard Worldwide and Turnberry wanted to understand the purchasing power and habits of Latin American visitors – especially Brazilian visitors – to the Miami market.

Analysis:

Alexander Babbage designed a study with shopper interviews occurring at Latin American visitors at Aventura Mall with control studies conducted among Latin American visitors at Miami International Airport and Sawgrass Mills.

Result:

When traveling internationally, “international acceptance” is the most important attribute for Brazilian MasterCard holders at Aventura, while the “available credit limit” is most important for Latin American MasterCard owners in the control group.  MasterCard will see greater card usage in Miami among Brazilian tourists if these travelers are more confident that the card is universally accepted for lodging, shopping and dining in the Miami market.  As a result of the study, it was recommended that MasterCard consider higher credit limits for its Latin American cardholders who travel to the Miami market.

Grow Financial – Using Research for Renaming and Image Enhancement

Situation:

The credit union for MacDill Air Force Base needed to expand its brand outside of the military heritage of the MacDill Air Force Base but was concerned whether a rename would impact business.

Analysis:

Through qualitative and quantitative research we were able to identify the core audience segments who were most opposed to a name change.  As a result, a proactive communications program targeted those most likely to be upset.  We also measured the value of the word “federal” to members and non-members.

Result:

MacDill Federal Credit Union became grow financial and subsequently grew assets by over 50%, while losing less than 0.001% of members during the name change.

GTE Financial – Using Research for Brand Investigation

Situation:

GTE Federal Credit Union was concerned that their name, logo and the words “Credit Union” were reflective of an old company, (the brand was discontinued with the acquisition of GTE by Verizon) an old image, and an old positioning.

Analysis:

Through qualitative and quantitative research we identified and quantified brand strengths and weaknesses.

Result:

GTE Federal Credit Union became GTE Financial in 2015 with a modern look and feel that pays respect to the brand’s heritage while positioning the organization for the future.

Dunkin’ Donuts – Using Research for Renaming and Image Enhancement

Situation:

Over the years with the health craze, donuts have been falling out of favor with consumers.  Dunkin Donuts realized they needed to evolve and reposition their brand.  Dunkin Donuts engaged Alexander Babbage to test new breakfast products they were launching.  They wanted to be a breakfast destination, not just a donut location; but with Donuts in their name it was a challenge to break outside their box. 

Analysis:

Product and advertising/logo testing took place in multiple markets.  Alexander Babbage was able to show Dunkin Donuts which consumer the advertising resonated with, which ads supported the new focus, which sandwiches were popular and which ones the consumers did not like.

Result:

Dunkin Donuts launched their new logo, ad campaign and breakfast sandwiches with huge success.  The new tagline “America Runs on Dunkin” as well as the “DD” logo de-emphasize the donuts and position the brand from a limited scope to a broader scope.

Moe’s – Retail Network Optimization

Situation:

Moe’s Southwest Grill, a fast-casual restaurant was competing to be a competitor in a crowded space with publicly-owned competitors including Chipotle and Qdoba.  Their site selection strategy was resulting in restaurant sales ranging from $275K to $3.1M with Average Unit Volume (AUV) of $1.2M but they were unable to explain why.

Analysis:

Through extensive market and statistical analysis Alexander Babbage identified the driving factors behind individual store revenue performance.

Result:

Moe’s used Alexander Babbage research to revise their site selection and growth strategy and were able to add over 300 restaurants in less than 7 years – while increasing AUV.  This resulted in a successful sale to Focus Brands – and now over 500 restaurants.

Moe’s – Who, What, Where?

Situation:

Moe’s had never conducted consumer research and they selected Alexander Babbage to do so.  They wanted to know who their customers were and why they came to Moe’s.

Analysis:

Through intercept surveys conducted in the stores, Alexander Babbage provided them the demographic profile of their customers segmented by their dollar-value.  By comparing this information to the trade area, Moe’s was able to see which demographics were the strongest and where they had little traction.

Result:

Research helped fine-tune their marketing positioning, advertising strategy, site selections and expansion plans and grew into a long-term research relationship as the brand exploded from a single company-owned store to over 350 franchised stores prior to being sold to Focus Brands.

KRYSTAL HAMBURGERS

Situation:

An 80-year old fast food restaurant chain needed to increase sales.

Analysis:

Alexander Babbage segmented their customer base and identified that 84% of their sales came from 41% of the population and determined what was most important to this core customer.  With this knowledge, Krystal re-focused product development and marketing on the core customer and increased patronage, loyalty, recency and frequency.

Result:

Five years of transaction declines were reversed and the brand is growing again among a core, loyal customer base.

SusieCakes – Where Do We Grow From Here?

Situation:

SusieCakes has eight locations in California offering home-style dessert favorites baked entirely from scratch.  As part of its growth plans, SusieCakes wanted to know where to build new stores and how to get more business out of their current locations.

Analysis:

SusieCakes’ email database was an incredible asset that allowed Alexander Babbage to map where the customers came from for each store.  In order to understand who the customers are and how valuable they are, in-store intercepts of customers and POS transactional data were analyzed.

susie-cakes-cake-pic-3

Result:

Alexander Babbage’s research was able to identify multiple locations where SusieCakes should expand, as well as determine which locations performed better than others and why.  By determining who their customers are, they can now segment their marketing by targeting the different audience groups.

Another Broken Egg Cafe – Who are We and What do We Stand For?

Situation:

Another Broken Egg Café was uncertain of what their brand stood for, who their guest was and what elements of the dining experience were strengths or areas to fix.

Analysis:

Alexander Babbage conducted in-depth, one-on-one interviews with diners and conducted a study among members of Another Broken Egg’s database. The analysis focused on defining the brand’s strength, key drivers of the guest experience and differences by geography in terms of guest profile and experience.

Result:

Another Broken Egg received a deep profile of who is visiting its stores, why they are coming and what their experience is. The research helped identify specific geographies where the guest experience could be improved by focusing on improving service and wait times. Further, Another Broken Egg now has a clear understanding of what its brand identity is and which elements of that identity should be leveraged going forward. They also were able to leverage the research into communications for potential franchisees.

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