Digital Branding Colloquium

Author: Debra  //  Category: Marketing

I can’t even begin to explain how deeply I was inspired by the Colloquium. The best I can do is to share the big things that happened. There were three specific ideas that I am bringing back as projects that I feel incredibly, information pills deeply passionate about.

  • We -must– do a superior job at sharing our stories. Only 11% of the Filene associated credit unions are sharing their stories to the membership. We are being encourged to not let this opportunity fly past us.  We have a leading edge format (our blogs and social media presense), but we are not populating it with info. I still don’t know what the branches are doing in their communities. It frustrates me that we are doing so much, but not talking about it. No one is writing for the community blog, or sending me regular info both pre and post events so that I can get the word out. Our blog and facebook and linked in and twitter should be full of these stories.  We need to invite our members to these events on a grander scale, not only just telling them about what we did.
    • I need guidance on how to make this happen. I can only report on what I know. But I will do whatever it is going to take to see that we stand out in our communities for all that we do.
  • Frank mentioned at our budget meeting that he would like me trained to write apps. At the time, I had no impetus other than ‘oh cool talent to have.’ I had a moment of inspiration where I came up with a fantastic app that I don’t see available. I would like to develop and write an app for mobile devices that enables a person to see what kind of events are going on that they could volunteer at. It would be searchable by organization or date. Imagine grabbing your phone and looking up what’s going on locally on a particular weekend. We could start this out by just doing ELGA events, then branching out to Genesee County events…and from there, get people to use our model for building this for their communities. I still have a lot to learn, but this is something I want to work on.
    • I can learn this skillset on Lynda.com. This would be a side project.
    • I would love to work with Cheryl and the Business Development Team on this as a project. We need to brainstorm how to make this happen.

My CEO sent me an invitation to a rather remarkable event:

How should credit unions think about their digital presence as marketing moves to an electronic format? What kinds of communities should credit unions build around their brands? What tools are most effective?

On November 15, clinic
2011, join the Filene Research Institute in San Francisco, along with speakers from Google, the University of Arizona, Facebook, and others at this invitation-only, limited-seat event. We will delve into the tools and strategies needed for credit unions to reach, strengthen, and sell to their desired communities in the new digital marketing environment.

I rushed right out and signed up for this event in San Francisco and I am jittery with excitement for what I can learn!

Keeping it in our Communities!

Author: Debra  //  Category: Marketing

About 2 years ago I went to a Diebold seminar on using ATMs for marketing. I learned that we had the ability to create coupons for our members. I presented this info to our Business Development Manager and she gave me a local racetrack to test this with. This was the first year’s results:

The program was started at 12:01 on August 1, website 2010. At 6:45 am, page August 5, we recorded 2,214 Transactions across 7 of our ATMs (except Clio & Consumers)

The coupons were printed (on request) 300 times.   That’s a 13.5% response.

On Monday, the owner stopped by to say that they got 12 coupons for Sunday’s event, which was 21% of those printed (57 by 7 pm). This was after the program was in place for approximately 19 hours.

Our results for the second year showed a 12.9% response rate.

We have found that the members respond to specific coupons with an offer that has immediate value. This is why the Buy One/Get One just described worked but the “get additional discount on your loan rate” did not.

I have always felt that the best venue for offering something amazing to our members is tap into our Member2Member businesses for additional special discounts.

We could create packages that M2M businesses can purchase, and generate additional income from the program.

  • A business would have to offer a value that they aren’t offering elsewhere, or isn’t easily gotten in another manner. This would be crucial for this to really have value for our members.
  • Length of Program
    • Option A: 2 Weeks
    • Option B: 4 Weeks
  • We have 14 ATMS.
    • Option 1: All ATMS
    • Option 2: A single branch
  • Program Limitations
    • Print coupon once per card, or unlimited.
    • Print only for ELGA members (this is not currently set up but can be), or for anyone using the ATM.
    • Only one coupon can run at a time.
    • First come, first serve for dates.
  • They need to report back how many coupons get used to help us verify program success
  • I would manage the scheduling

One of the hottest things out there right now is keeping money in local communities and we could be on the leading edge by instituting a monthly program for coupons from our Member 2 Member businesses.