Minnesota Credit Union Achieves Impressive ResultsCredit Union Draws Upon PSCU Financial Services’ Project New Age ExpertsSt. Petersburg, FL, June 29, 2009 – City-County Federal Credit Union of Brooklyn Center, Minn., launched a successful three-month “Drop the Bank” campaign to attract young adults, particularly local college students. The campaign achieved a 44% increase in Advantage Checking accounts opened by 18-34 year olds, and 50% of these new accountholders were new members to the credit union. The other half were existing members that moved to Advantage Checking which is considered a stickier product. The credit union worked closely with the Project New Age team at PSCU Financial Services to design the video content and select the marketing tactics and venues. “We knew that traditional marketing tactics would not work with our target audience. Our staff worked closely with the Project New Age team to design an innovative approach that employed social media and web outlets visited by college students and young adults. We are extremely pleased with the results and plan future campaigns throughout the year,” said Jerry Deyo, Vice President of Marketing, City-County Federal Credit Union. Marketing tactics for the credit union’s Advantage Checking product were geared to young adults and included non-traditional media: a micro-web site, two videos, search engine marketing, content network marketing, social network advertising and a Facebook brand page. The micro-site included buttons that explained the differences between a bank and a credit union, information about the credit union’s locations and an “Apply Now” feature that allowed consumers to apply online. A “Drop the Bank” video and www.dropthebank.com web site illustrated the advantages of credit unions over banks with edgy graphics and a good guy/bad guy message. The Drop the Bank graphic image was also used for street posters, sidewalk graphics, wall clings and chalk stencils at the University of Minnesota campus and in commercial areas visited by the target audience. Three-person teams also talked to students on campus about the checking account and distributed car air fresheners with the Drop the Bank graphic. The microsite drew 4,400 visits during the promotion, and the videos were viewed by 2,300 unique viewers. Eight percent of the unique visitors viewed the “Apply Now” page. Pay-per-click keyword and content ads generated 50% of the visits. The Facebook ads generated 60% of the impressions. The cooperative also has launched a web site and a bi-weekly blog aimed at teaching parents how to educate their teens and young adults about financial management: www.GiveMe20.com. This web site also educates viewers about the differences between banks and credit unions and provides links to 250 member-owner credit unions. For more information on designing marketing campaigns for young adults, please contact PSCU Financial Services at projectnewage@pscufs.com. About City-County Federal Credit UnionFounded in 1928, City-County Federal Credit Union is one of the top 10 credit unions in the state of Minnesota. Its seven branches are located in Hennepin County. The credit union has $500 million in assets and 63,000 members. Please visit www.ccfcu.org for more information.About PSCU Financial ServicesBased in St. Petersburg, Florida, PSCU Financial Services is the nation's largest credit union service organization (CUSO) and serves more than 1,300 financial institutions nationwide. As a non-profit cooperative, the company is owned by more than 600 member credit unions representing over 13 million accounts and 880,000 online bill payment subscribers. Its Contact Centers handle more than 16 million inquiries a year.PSCU Financial Services offers 24/7 member support through four Contact Centers: its Eastern operations center in St. Petersburg, Fla.; a Western operations center based in Phoenix, Ariz.; and two call centers in Detroit, Mich. These Contact Centers perform member servicing and new member acquisition, cross-selling and automated lending solutions as well as support for debit/credit/prepaid cardholders and online bill payment subscribers. Established in 1977, the company provides a broad array of cost-effective, high quality financial services that include credit, debit, ATM, prepaid, bill payment, electronic banking, lending, and contact center solutions. PSCU Financial Services uniquely offers its members a full range of processing options, any combination from full service to in-house pass through processing for credit, debit and ATM transactions. As a leader in the credit union movement, the company offers gateway access to national and regional networks. It also provides full function ATM terminal driving services. For more information, visit PSCU Financial Services’ website at www.pscufs.com.
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