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CU System
CUs campaign generates mystery for a new branch
HERNDON, Va. (3/15/12)--Northwest FCU (NWFCU), based in Herndon, Va., has answered the question: "Guess What's Next on Webb?" after several weeks of placing teaser ads on billboards, postcards and in newspapers around its local community. It is opening a new credit union branch in Gainesville, Va.--and its location is 7500 Webb Drive.

Gainesville resident and contest winner Jim Aram, in front of the "What's on Webb" campaign sign at Northwest FCU's new branch in Gainesville, Va.  (Photo provided by Northwest FCU)
The campaign was created to introduce the credit union to the Gainesville community and build excitement for the expansion, according to Gerrianne D. Burks, president/CEO of the $2 billion credit union.

"This is our third de novo Northern Virginia branch opening within three years and we wanted to do something out of the ordinary," Burks said. "Our campaign was designed to attract attention and the response has shown that we did."

NWFCU launched its What's on Webb campaign Nov. 1, inviting local residents to answer a series of clues, such as "Our mascot is a dog," and "We're 100,000 strong." With each clue, a winner was drawn from all entries to receive $250. 

Nearly 400 participants sent in answers to the clues on the website, www.whatsonwebb.com, with more than half correctly solving the mystery.

Gainesville resident and NWFCU member Jim Aram was among the contest winners.

"I'm always curious when it looks like we're going to have a new neighbor," said Aram, who works near the new branch and saw the 'What's on Webb?' sign leaving his office each day. "Who wouldn't like to win $250? I visited the website hoping to gain insight and provide my educated guess as to who we'd be welcoming to the neighborhood. Several weeks later to my surprise, I received a call and I won. Thanks to Northwest FCU, and welcome to Gainesville."

NWFCU also invited residents to join Club Webb, the credit union's new member fan club, which offered T-shirts and other giveaways, along with special e-mail offers, to members. To date, Club Webb has attracted 150-plus members. 

The Gainesville branch will open for business by April 1, with the grand opening planned for mid-May. NWFCU operates five other branches in surrounding communities, and serves more than 111,000 members.


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