Texas Trust Strives to Hit $1 Billion: Print Preview
Sandwiched between the Gotham of the Lone Star State–Dallas and Fort Worth–stands the $753 million Texas Trust Credit Union, which recently launched an aggressive growth plan in one of the nation’s largest and most competitive marketplaces dominated by big banks.
In August, Texas Trust announced that it has purchased a 78,660-square-foot office park in Arlington that will eventually become the credit union’s new headquarters. Currently, it is based in nearby Mansfield. The big office space is going to be needed to accommodate the credit union’s ambitious goals, which is to increase its membership from 58,000 to 100,000 and reach $1 billion in assets by 2016.
Danford selected Pandora’s Radio because it has more registered users in ZIP codes that Texas Trust wants to reach. In addition to the audio ads, the credit union is running display ads on Pandora’s Radio sites viewed by listeners on their laptops, desktops, smartphones or tablets.
“The one thing about Internet radio is that you are not competing against other ads that you hear on the broadcast radio where you usually hear three or four ads in a row,” said Danford. “On Internet radio, you hear one ad in a 10 to 15 minute time frame, and that can help with listeners’ retention of the ad.”