We all love to share things that benefit us, but sharing branches with other credit unions is a stretch. After all — would a bank even think about it, yet alone promote it to its customers? Not likely – and that’s just one more reason we love what credit unions are all about. So how do you elevate awareness of such a great service to members, and have them spread the word to others?
You start with Synergent, Maine Credit Union's service subsidiary, teaming up with industry leader Weber Marketing Group. Then mix in a group of savvy Maine marketers with an award-winning creative team from Weber, and voilà!
We’ve helped enough credit unions in our 23-year history to know that if you don’t get them excited and find ways for them to contribute, the campaign has little chance of being successful, comments Karen McGaughey, Weber VP Client Services who headed up the project. With staff video, a pre-launch contest and chance to win $500 for their favorite charity with a “Share It” story themselves, energy was at a fever pitch.
Weber developed a strategy with multiple touch points — from branch retail, an enthusiastic staff and radio to social media like Facebook, with links back to the Maine Credit Union League. Members jumped at the opportunity to win cool stuff by telling their favorite “sharing” story via video, picture or essay.
Members got the “Share It” message loud and clear. Exceeding 83,000 shared branching transactions per month during the promotion periods, staffs across Maine can’t wait for their credit union’s next campaign, and Maine members have found plenty of alternatives to pulling into a bank.
“I think the campaign definitely created awareness among credit union members that they can do their business wherever it’s convenient for “them”. It sends the message that credit unions are strong and we are all working “together” to meet the needs of all of our members”– Wendi Brochu, Marketing Director, Maine Education Credit Union, Augusta, Maine