Watch this recorded webinar to learn five strategies for taking your credit union member and prospect communications to the next level. We will show real credit union examples of these innovative enhancements that will increase opportunities for new business and members, and add value to your communications to boost ROI. Watch the recorded webinar and learn more at http://www.nafcu.org/cathedral

1. 5 Ways to Achieve Growth Through
Enhanced Member Communications
Steve Miller
Director of Financial Services
Communications
November 9, 2011

2. Cathedral Corporation
• Provides strategic solutions for enhanced
Member Communications
• Serving credit unions since 1990s
• Core competency: Data management
• Printed and electronic document solutions
• Innovations to help credit unions meet their
objectives

3. Agenda
• Challenges and Implications
• 5 Member Communications Enhancements
• Use Your Data
• Statement Redesign
• Digital Inserts
• Integrated Direct Marketing
• Integrated Electronic Communications
• Conclusion
• Q&A

4. Challenges Today
• How to grow: loans, deposits,
members
• Member loyalty, attrition
• Share of pocketbook
• Execute & measure effective
marketing communications
• Compete in open market
• Resources, resources, resources

5. Implications
• Objectives not met
• Missed opportunities
• Lack of growth
• Loss of market share
• Sustainability of the
credit union

6. Polling Question
• What are some of the marketing
communication strategies that you are
currently using?
• Targeted messaging
• Electronic response tools
• Direct mail
• Social media
• Mobile communications

7. Use Your Data
• Situation
• CUs have resources to add value to member
communications: Data from core, CRM, or 3rd
party
• Recommendations
• Use data to target members for relevant offers
• Include multiple offers in single cycle
• Target in Transpromo, e-Docs, and Direct mail
• Benefits
• Use the knowledge in the data to build response
• Increase % of response vs generic offers
• Take advantage of data investment, improve ROI

8. Statement Redesign
• Situation
• Most not been reviewed
• Designs from core system
• Difficult to read, understand
• Little communications value
• Missed Opportunity

9. Statement Redesign
• Recommendations
• Layout using white space
• Improving the use of fonts
• Adding account summaries
• Adding personalization
• Use of full color
• Including graphics with marketing
content
• Benefits
• Adding value to a document that is
budgeted/sent to members

10. Polling Question
• Have you considered redesigning your statements?
• Yes
• No
• Wasn’t aware of it as an option

11. Digital Inserts
• Situation
• Graphic messaging not
available
• or, not taken advantage of
• Opportunity to add product
offer to transaction documents
• Make offer to reader in
document they expect and
open

12. Digital Inserts
• Recommendations Personalized
• Personalization- 40% offer driven by
• Use full color- 140% your data
• Targeted offers relevant to
• No 2nd oz. postage increase your members
• Benefits
• Adding targeted marketing
content relevant to the
member
• Another touch point for the
member to act

13. Polling Question
• Have you considered adding graphic marketing content
to print or electronic statements for your members?
• Yes
• No
• If yes, has it met your objectives?
• Yes
• No

14. Integrated Direct Marketing
• Situation
•
Transactional
Transaction documents Documents
not part of marketing
communications
• Targeting not supported QR/PURLS
Direct
Marketing
• How to communicate
with GenY?
• Case Study
Electronic
Social Media
Communications

15. PODi Case Study
Resource One CU
Objective
• Address the needs of younger
members
• Enhance the relationship with
them
• Upgrade membership to
MyLifeMyMoney (MLMM)

16. PODi Case Study
Solution
• Direct mail campaign using
PURLs as response vehicle
• Target: 18-30 age group
• Personalized informal letter
with PURL to upgrade account
to MLMM
• PURL landing page- a short
survey about their financial
needs
• Offer: Chance to win iPhone,
$25 referral incentive

17. PODi Case Study
Results: 4.8%
• Response
325 PURL visits Rate
• 85 completed survey 273%
• 273% increase in increase in
MLMM account accounts
holders upgrades
26%
Conversion
Rate

18. Integrated Direct Mail
• Recommendations
• Quick Response (QR) codes
• Personalized web sites (PURLs)
• Benefits
• Trackable and measurable
• Integrated to support the CU
marketing plan

19. Integrated Electronic Marketing
• Situation
• E-Documents stand alone
• Out of marketing channels
• Recommendations
• Integrate users in marketing campaigns
• Target them for offers
• Benefits
• Communicate with some of most
valuable members
• Electronic responses measurable
• Reach the widest member audience

20. Conclusion
• Use internal resources available
to you:
• Data
• Statements, e-Docs
• Direct marketing channels
• Create opportunities
• Reach a wider audience
• Promote your products
• Work your plan to Grow

21. Q & A and Contact Information
Steve Miller
smiller@cathedralcorporation.com
(800) 698-0299
www.nafcu.org/cathedral