Best Practices Winners Honored at Council Conference

March 19, 2008

FOR IMMEDIATE RELEASE
Contact: Katye Long
CUNA Communications; (608) 231-4038
klong@cuna.coop

MADISON, Wis. – Winners of the 2008 Best Practices Awards, sponsored by the CUNA Marketing and Business Development Council, were announced during the council’s 15^th annual conference, taking place March 16-19 in Nashville, Tenn.

The three award categories recognize outstanding new marketing and business development approaches with potential for universal application across the credit union movement. A panel of judges selected award winners, without regard to asset size, based on strategy, process, application, and results. Representatives from the winning credit unions were present at the conference and delivered presentations detailing their entries, which included:

• Business Development: Financial Partners CU in Downey, Calif., for its member contact strategy that utilizes certain member activity triggers to create a possible cross sale as well as to prevent member attrition. After the credit union receives member notifications such as change of address, closed accounts, or even new account openings, it sends out matrix mailings to the members that entice them to stay or to take advantage of valuable resources based on their needs. Since the August 2007 program launch, the credit union has realized strong results and higher cross-sell ratios.
• Community Outreach and/or Political Advocacy: America's Christian CU in Glendora, Calif., for its snow much fun event. In the spirit of Christmas, the credit union decided to give this Southern California community the gift of snow. In addition to the chance to play in the snow, attendees were also treated to a petting zoo, Santa, refreshments, and more. Nearly 1,500 people attended the event, including the media, and the credit union brought in more than $770,000 in term share certificates through its special snow day savings promotion.
• Best Practice Miscellaneous: Call FCU in Richmond, Va., for its light-hearted rebranding plan designed to redefine and differentiate the credit union with a fresh look that would attract younger members and excite the staff. Prior to the rebrand, the credit union created its Be The Office Hero campaign that utilized guerilla marketing tactics to recruit SEG members. Staffers dressed as super heroes scoured the city for the next “office hero” who brought credit union membership to his employer. The campaign’s fun, youthful nature was carried over into the rebranding efforts when the credit union created its new mascot, iDude. The new brand was included in every possible touchpoint, from advertising and community events to branch redesigns and Call’s Web site. The credit union has realized a 30 percent increase in Web site traffic, substantial increases in vehicle loans and loan volume, and new member increases that nearly doubled its previous averages.

The conference included a silent auction to raise money for the National Credit Union Foundation's Disaster Relief Fund. The silent auction, which began in tribute of the 2006 conference’s original destination of New Orleans, raised $9,500 this year.

For more information on the 2008 Best Practice Award winners or to view PowerPoint presentations of the winning entries, go to www.cunamarketingcouncil.org, and click on the “Best Practices” link, located on the “Events” pull-down menu.

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CUNA Marketing and Business Development Council

The CUNA Marketing and Business Development Council is a member-led organization comprised of nearly 1,000 credit union professionals from across the United States. The council strives to provide superior educational and networking opportunities to help its members be recognized in the credit union industry as the premier experts in credit union marketing, business development, and related disciplines. For more information, visit www.cunamarketingcouncil.org.

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