Siefer Report. Referral Programs. Checking Campaigns. Merchant Services. Sales & Service. Interactive Tellers. Commercial Loans. E-Statement Sign-Ups

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1 April 8, 2015 Vol. 2, No. 17 Siefer Report A twice monthly report for financial institutions checking referrals businesses employees tellers loans branches statements Checking Campaigns Read Story Merchant Services Read Story Interactive Tellers Read Story New Branches Read Story A Tennessee bank has added a second year to its successful checking and direct deposit promotion by raising the incentive just $1 A Utah bank has a new merchant services program that offers streamlined and lower-cost services for business customers The CEO of this Utah credit union says its new interactive teller machines are about as close to a live teller as you can get This Nevada credit union shares its experience opening two new full-service in-store Walmart branches Referral Programs MEMBER REFERRAL PROGRAM Read Story Sales & Service Read Story Commercial Loans Read Story This California bank has created a list of 10 service standards that help guide its employees daily interactions with customers This Michigan credit union is gearing up to attract new business loan prospects after more than doubling its portfolio last year E-Statement Sign-Ups Read Story A Massachusetts credit union s new Refer-A-Friend program is pulling in 75 percent of its new checking accounts A New Mexico CU has attracted over 1,500 new estatement enrollments by making donations to plant trees in our national forests Siefer Consultants, Inc. PO Box 1384 Storm Lake, IA (712) fax (866)

2 A Tennessee bank has added a second year to its successful checking and direct deposit promotion by raising the incentive just $1 W hen it comes to grabbing your audience s attention, it s amazing what a difference $1 can make. Last year, First Tennessee Bank ($27 billion, Memphis, Tennessee) marked its 150 th anniversary with a host of correlating promotions. For example, one campaign featured a $150 incentive for any new consumer checking account that was opened with at least one direct deposit posted to the account within 60 days. We also focused on giving back to the community through our First Tennessee Foundation and launched 150 Days of Giving, which included $5,000 donations to different causes in the community, every day for 150 days, says Daniel Dent, SVP, Consumer Deposit and Emerging Payments. Ultimately, our Foundation gives away about $5 million a year, so we wanted to emphasize our connection to the community on this momentous occasion. Bank s Ad for $150 Checking Account Offer Take good care of your money. After 150 years in your community, we re still making new friends. JOIN US AND YOU CAN GET $ 150. * Our community is built on strong connections. Now it s your chance to make a new one. Open any new First Tennessee consumer checking account with direct deposit and you ll get $150. We ll connect you with smart ways to manage your money and smart bankers dedicated to serving you and your community. VISIT FTB.COM/150BONUS TO GET STARTED. *Offer expires May 31, To receive your bonus, you must open the checking account online starting at ftb.com/150bonus and ensure the code BDY150 appears in the online application where Offer/Promo code is requested, or open your account and present a copy of the offer at a financial center. You must have an opening deposit of at least $300, and at least one direct deposit must post to your account within 60 days of account opening. You must have proof of residence in one of the following states: Tennessee, Mississippi, Virginia, Georgia, North Carolina, Arkansas, Alabama. Opening deposit cannot be transferred from existing First Tennessee accounts. The $150 bonus will be credited to your account within 6 weeks of meeting all requirements and will be reported as income on Form 1099-INT. Limit one bonus per household. Cannot be combined with other checking offers. This offer is for new checking households only, or for household who have not had an open First Tennessee consumer checking account for at least 12 months. Customer agrees to maintain account in good standing for a minimum of six months. Account openings are subject to bank approval and may be declined based on state of residence or other factors. Please visit a financial center or ftb.com to understand the monthly service charges that are associated with various checking accounts, as well as ways that the monthly charge may be rebated. FSR: Please use promo code BDY First Tennessee Bank National Association. Member FDIC. Source: First Tennessee Bank (Memphis, TN) April 8, 2015 Page 2

3 A nice increase in sales Dent says that last year s anniversary campaign garnered a 17 percent lift in checking account openings, along with an increase in overall ad recall on the retail side. Ad for 150 Days of Giving Campaign Source: First Tennessee Bank (Memphis, TN) April 8, 2015 Page 3

4 ED PRINT In order to keep the sales momentum going, the bank decided to create a $151 incentive program for 2015, capitalizing on the previous year s $150 incentive campaign. Now, we are talking about the next 150 years and what we are looking forward to in the future, says Dent. The $151 incentive with a checking account that includes direct deposit was just our way of looking toward the future and our excitement about the coming years. Dent says that he knew trying to follow such an extravagant campaign would be difficult, so instead of trying to re-invent the wheel, the bank added some quirkiness to the campaign with the extra dollar. Normally, you will see an incentive of $100 or $50, or some round number. The $151 makes you look twice and gives us the opportunity to add a small narrative about where we ve been and where we want to go in the future. Marketing efforts have consisted of targeted s and direct mail pieces to customers who currently don t hold a checking account with the bank. Backing up these efforts is a generalized brand campaign on TV, radio, and print which Dent says is the bank s 2015 mass media campaign. We will continue to do TV, outdoor, and digital, sending the message that our bank is easy to do business with, thanks to our differentiated customer service, he says. Ad for $151 Checking Account Offer Take good care of your money. How do you follow up 150 years of dedicated service? BY LOOKING FORWARD TO $ 151. * It s the beginning of our next 150 years together and we re kicking it up a notch. Just open a First Tennessee checking account with direct deposit and get $151. That s just a little bit extra from the bank that s been supporting our communities and offering timesaving tools for over 150 years. PRIN GET A LITTLE EXTRA AT FTB.COM/NEXT150 #whatsyour 150 *Offer expires May 31, To receive your bonus, you must open the checking account online starting at ftb.com/next150 and ensure the code Q12015 appears in the online application where Offer/Promo code is requested, or open your account and present a copy of the offer at a financial center. You must have an opening deposit of at least $300, and at least one direct deposit must post to your account within 60 days of account opening. Opening deposit cannot be transferred from existing First Tennessee accounts. The $151 bonus will be credited to your account within 6 weeks of meeting all requirements and will be reported as income on Form 1099-INT. Limit one bonus per household. Cannot be combined with other checking offers. This offer is for new checking households only, or for households who have not had an open First Tennessee consumer checking account in the previous 12 months. Customer agrees to maintain account in good standing for a minimum of six months. Account openings are subject to bank approval and may be declined based on certain factors. Please visit a financial center or ftb.com to understand the monthly service charges that are associated with various checking accounts, as well as ways that the monthly charge may be rebated. FSR: Please use promo code Q First Tennessee Bank National Association. Member FDIC Source: First Tennessee Bank (Memphis, TN) April 8, 2015 Page 4

5 While the main message is the $151 checking account offer, the bank is also bundling other attractive offers, including $100 for a new money market account, bonus points with a Visa Signature card, and rewards for business accounts and services. We meant to bundle the products and want to bring a focus on deepening the entire relationship through incentives. New $151 campaign is going strong Dent says that last year, the bank opened over 2,200 checking accounts driven from the 150 th anniversary campaign and while the $151 checking campaign is still new, account openings are continuing at the same rate. Plus, the quality of account has not waivered from last year. We are seeing solid account openings and, among our five accounts, our two best sellers continue to be the lead accounts with this campaign. For example, he says that the bank s Express Checking account opening is slightly outpacing its Premier Checking. He says that money market accounts have also gotten a nice lift by piggybacking on the $151 checking incentive. Source: Daniel Dent, SVP, Consumer Deposit and Emerging Payments, First Tennessee Bank, Memphis, TN; phone (901) ; April 8, 2015 Page 5

6 A Massachusetts credit union s new Refer-A-Friend program is pulling in 75 percent of its new checking accounts A referral promotion offered by NESC Federal Credit Union ($75 million, Methuen, Massachusetts) now accounts for about 75 percent of all of the credit union s new checking account business each month. David P. Yager, VP of Lending, says the credit union s 50/50 Refer-A-Friend promotion is set up so that both the member and the friend he or she refers receive a $50 incentive. The cash reward is earned once the new member opens a checking account, as well as makes direct deposits totaling at least $200 within the first 60 days. The new account must also remain open and in good standing for 60 days. Members can get a 50/50 Referral Slip by stopping by a branch, or by printing one from the credit union s Website. We had tried to attract new memberships in the past with traditional marketing in the newspaper and direct mail, but we discovered that the majority of our memberships still came from our current members recommending us to their friends, family, and coworkers, says Yager. Because of this, he says this is NESC s first member referral promotion, and it was launched about one year ago. He says the cash incentive appeals to everyone, and making a deposit into the member s account is considerably easier than arranging for the delivery of a product-type gift. Additionally, he says it was important to offer an equal-value incentive for both the current member and the referred friend so that the new member will follow through with the account opening process. We also believe that this will encourage the new member to begin referring new memberships. On average, NESC receives 10 to 12 new memberships per month through the referral promotion, reports Yager. Although that does not sound like a substantial amount, it is significant to a small credit union such as ours, and accounts for almost 75 percent of all new memberships opened each month. April 8, 2015 Page 6

7 Refer-Yourself offer allows non-checking members to earn an incentive Yager notes that the credit union is working hard to expand its core relationships. Our goal is to encourage a deeper relationship with members who currently do not use us as their primary banking institution. The best way to do this is to have their checking accounts and direct deposit, which is why this promotion is structured to encourage that. He says that to help reach this goal, the credit union just launched a Refer- Yourself facet to its 50/50 Refer-A-Friend promotion, and it encourages current members to expand their membership to include a checking account with direct deposit. Primarily, these members use us as their lender of choice. The incentive to members is $50 for referring themselves to open a checking account with direct deposit. CU s Refer-A-Friend Postcard (Side 1) MEMBER REFERRAL PROGRAM Source: NESC Federal Credit Union Methuen, MA) April 8, 2015 Page 7

8 According to Yager, the credit union offers the following two checking accounts: 1) Easy Checking : This account has no minimum balance requirement, no monthly fee, and no per check charges. Accountholders also receive free checks with direct deposit, and overdraft protection is available. 2) Classic Checking : Members who keep a low minimum balance of $200 in this account will get rewarded with dividends. They also receive free checks with direct deposit and overdraft protection is available from another credit union account or an overdraft line of credit. The basic free checking is by far the most popular of the two products with our membership, says Yager. In general, members like products that are simple and easy to understand with as few fees as possible, and that s why we think members find this product so attractive. The credit union promotes its 50/50 Refer-A-Friend promotion through its Website, with membership s, and in its newsletters. Yager says that the credit union s staff especially the teller line has also been instrumental in pushing the promotion. CU s Refer-A-Friend Postcard (Side 2) 50/50 Refer A Friend Rules / Guidelines 1) Open a main share & checking and have direct deposits totaling at least $200 within the first 60 days. 2) New accounts must remain open and in good standing for 60 days. 3) New members must be at least 16 to qualify for this offer. 4) New members cannot have been a member or had direct deposit to NESC within the last three (3) years. 5) There is no limit to the number of referrals current members can make. 6) New members who are self-referred can receive the $50 bonus without being referred. 7) Due to privacy, we cannot disclose information on who has opened an account. If you refer a friend, family member or co-worker it will be up to that person to let you know if they have opened an account. 8) Each new account will be reviewed for bonus after 60 days using month end information. If the new member qualifies, that person and the referring member will each get a $50 dividend which is subject to IRS 1099 reporting, to be paid out by the 10th of the following month. 9) NESC may modify or discontinue this offer without notice. Source: NESC Federal Credit Union Methuen, MA) April 8, 2015 Page 8

9 For instance, the credit union has a cross-sell program that s helping staff mention the promotion when working with members. Tellers are alerted to cross sales opportunities Our core system has a cross sell module built into it, which we make extensive use of for all promotions, explains Yager. The staff member is informed by the system that the member they are working with has not been spoken to about the 50/50 Refer-A-Friend promotion in the past 120 days. The teller can then discuss it with the member and pass out our 50/50 Referral Slips. The system tracks this interaction, and the staff member is paid a small incentive for each member they speak to about the promotion. He says that for the new Refer-Yourself program, the credit union will utilize the same marketing channels as it s using for the referral promotion. We ll also possibly mix in some direct mail to those members who do not frequent our branches on a regular basis. Source: David P. Yager, VP of Lending, NESC Federal Credit Union, Methuen, MA; phone (978) ; April 8, 2015 Page 9

10 index checking referrals businesses employees tellers loans branches statements A Utah bank s new merchant services program offers streamlined and lowercost services for business customers L ewiston State Bank (Lewiston, Utah; a subsidiary of People s Utah Bancorp, $1.4 billion, American Fork, Utah) has a new merchant services program that is steadily pulling in new business accounts. Janine Balls, Business Services Manager, says that partnering with exterior merchant processing company TransFirst has positioned the bank to procure and service far more business customers than ever before. Years ago, we offered merchant services, but the entire process was done manually and was extremely time consuming, says Balls. We didn t have the kind of support necessary from the processor, so we ultimately discontinued offering it. She says that as a result, only a handful of customers used the service. However, within the past year, Lewiston State Bank merged with Bank of American Forks, and a renewed opportunity to present a new merchant services program resurfaced. Shortly after the merger, the newly designed business service team joined forces to identify different strategies to position Lewiston State Bank to be a commercial leader in the market, she says. During the discussion, the notion of offering merchant services arose; however, this time, the team decided that because the bank didn t have in-house expertise and manpower to provide a comprehensive and efficient program, partnering with a third-party provider might be the answer. We interviewed a tremendous number of companies before deciding on TransFirst. The company was the best fit with our overall philosophy and how we work with our customers. Our goal was to team up with a third-party service provider that we knew would care for our customers as much as they are cared for at the bank. April 8, 2015 Page 10

11 index checking referrals businesses employees tellers loans branches statements Balls says the bank initially meets with the commercial customer to ascertain the customer s needs. If we determine that the customer is interested in merchant services, we will call on our rep from TransFirst to meet with our customer. Bank s Merchant Services Brochure (Front) Source: Lewiston State Bank (Lewiston, UT) April 8, 2015 Page 11

12 index checking referrals businesses employees tellers loans branches statements It s always a warm call, and the rep is very transparent about offering the best price in the market. The team launched six months ago and Balls says that the relationship is working out extremely well. Bank s Merchant Services Brochure (Inside) Simplify your business by The Title Will Go accepting and processing payments with merchant services, a proven and reliable system used by over 200,000 merchants. Accept all major bank cards at one low rate One Statement. One Settlement. One Price. American Express, and PayPal payment Process payments in multiple ways card, all at the same rate. Merchant services offer a variety of card Process Visa, MasterCard, Discover, processing solutions to fit your needs: In person By mail or phone Online With your mobile device Protect your customers information from fraud and breach with these convenient tools Accept various forms of payment Check EBT ACH State-of-the-art data security technology Online reporting tools Online application with e-signature for merchant to complete with TransFirst Optional fraud/breach insurance Merchant Services products and services are provided by TransFirst, LLC. Registered trademarks are the property of their respective owners and are not necessarily affiliated with Bank of American Fork or TransFirst. Source: Lewiston State Bank (Lewiston, UT) April 8, 2015 Page 12

13 index checking referrals businesses employees tellers loans branches statements Because this is still a new program, we launched it through a soft marketing rollout; this included a brochure provided by TransFirst, but we are also working on creating one in-house, detailing the program. Bank s Merchant Services Feature Sheet Merchant Services Simplify your business with Merchant Services Merchant Services products and services are provided by TransFirst, LLC. Data Breach Security Program Products and Services Exclusive payment gateway gives you complete control of credit-card, signature debit-card and ACH payment acceptance wherever you are. Mobile processing app for iphone, ipad and Android devices lets you process Visa, MasterCard, Discover and American Express cards, plus signature debit cards. User-friendly Internet-based reporting system helps you manage payment processing from any web-enabled PC. Bundled pricing package combines individual monthly charges into one single, low monthly fee. Financial protection in the event of a breach, saving you thousands of dollars in fines and related expenses all for a low monthly fee. Features Real-time transaction processing Recurring billing with tokenization for both one-time and recurring payments Direct swipe via USB with no additional software Single-screen entry for speed and convenience Secure connection and transmission via SSL Verification or decline notification within seconds Comprehensive activity reports that provide access to all payment card transactions User controls that let you create reports based on the information you need Online response to chargeback and retrievals No hidden fees statements clearly explain all charges Your choice of fee tier based on monthly volume Cost flexibility allows you to grow and still maintain low fee Covered expenses up to $100,000 include: An industrymandated audit for a suspected breach Card replacement costs and related expenses Industry assessments and fines Accept More Payments Bank of American Fork offers the nation's leading merchant services technology. Merchant services allow you to enjoy reliable business banking with a bank you trust. With Bank of American Fork's merchant services, you can accept a wide variety of payment types: All major bank cards at one low rate, including: Visa, MasterCard, Discover, American Express, and PayPal payment card. Checks: CrossCheck, which provides for electronic processing and settlement of checks at the point of sale. ACH: ACH payment is a tool that electronically debits a customer s bank account instead of using paper checks. EBT or Electronic Benefits Transfer: Electronic benefits from the government are administered via payment cards to tens of millions of recipients each month. This includes programs such as SNAP (formerly food stamps), and TENF. Solutions+Security Processing Solutions to Fit Your Needs In-person point-of-sale (POS) transaction processing systems are constantly evolving, and TransFirst keeps pace by offering tech-forward solutions that work reliably wherever you need to go to make the sale. These include terminals, tablet, cash register, a bar-code scanner and more. By mail or phone Online: A virtual terminal can be used to process credit-card and ACH transactions from any computer with Internet access anywhere in the world, allowing you to securely and efficiently handle a series of additional tasks including the verification, reporting and processing of credit-card and ACH payments: transfirst.com/online-processing/virtual-terminal With your mobile device: Accept card payments with your smartphone or tablet so you can do business almost anywhere. State-of-the-art Security Technology Online reporting tools Online application with e-signature for merchant to complete with TransFirst Optional breach/fraud insurance Contact Us Today! BANK bankaf.com A MEMBER OF THE PEOPLE S UTAH BANCORP FAMILY Registered trademarks are the property of their respective owners and are not necessarily affiliated with TransFirst. Source: Lewiston State Bank (Lewiston, UT) April 8, 2015 Page 13

14 index checking referrals businesses employees tellers loans branches statements A support team from TransFirst visited and set up a kick-off call with the bank to train employees so that everyone knew the benefits of the service, and also how to identify prospective customers. Employees can earn incentive pay by making qualified referrals to our merchant services program through TransFirst. Basically, employees who are able to identify a customer s need and offer solutions that help the customer are rewarded. One benefit of the TransFirst program is that the merchant services technology is already Europay, MasterCard, and VISA (EMV) ready, says Balls. The emergence of the technology requires merchants to comply with regulations that are slowly being put in place. In many cases, we find that the merchant is operating with outdated equipment, or their service provider is not offering EMV compliant equipment; this factor is extremely important for merchants, so we leverage the higher level of technology as a benefit. Plus, unlike with other providers, merchants can receive American Express, Visa, and MasterCard transactions on one easy statement, making bookkeeping and record retention even more streamlined. In the coming months, the bank s marketing team will develop a larger scale launch and introduction. The marketing plan may kick our program up into high gear, so we are preparing for an increase in the coming months. We ultimately see this program as playing a part in overall income driving and building relationships. Source: Janine Balls, Business Services Manager, Lewiston State Bank, Lewiston, UT; phone (435) ; April 8, 2015 Page 14

15 This California bank has created a list of 10 service standards that help guide its employees daily interactions with customers W hen Thomas Duryea took the helm seven years ago as President and CEO of Summit State Bank ($460 million, Santa Rosa, California), he established a set of employee standards that extend beyond good manners. When I was promoted, I pondered how to differentiate our culture and develop a unique niche as a community bank serving our customers and community, says Duryea. After a considerable amount of thinking, we developed a set of 10 service standards that we appropriately called The Summit Way, which is essentially our brand of community banking. These standards have been very well received and have become something that everyone has fully embraced. The 10 Summit Way Service Standards include: 1) Always exhibit a Can Do attitude. 2) Always be courteous smile, say Please, Thank You, and greet customers/ potential customers by name. 3) Always offer solutions/answers to customers or, if outside your area of expertise, find the person who knows the answer never say or insinuate, It s not my job. 4) Always handle customers as if your life depends on it it does. If we don t have customers, we don t have jobs. 5) Always treat co-workers with the same respect you treat customers. 6) Always return phone calls and s the same day, or at maximum, within 24 hours. 7) Always pay attention to detail be on time for meetings; stick to deadlines; use Spell Check and proofread; maintain service standards, e.g. 72 hour loan underwriting turnaround, 48 hour loan doc turnaround. April 8, 2015 Page 15

16 8) Always get things done, even if you have to come in early or stay late on occasion. 9) Always strive to gain greater efficiencies and productivity always strive to build a better mousetrap. 10) Above all, Always Expect Excellence in Yourself. Duryea says the standards were created to help differentiate the bank from its competitors. Our employees personalities and actions are essentially the personality of our company. We are mindful that as a bank, we are in the service business. Our loan and deposit products are no different than anyone else, so we need to distinguish our community bank by our service standards. The Summit Way Service Standards (Click on Image for Link) Source: Summit State Bank (Santa Rosa, CA) April 8, 2015 Page 16

17 The Summit Way Service Standards are displayed on every employee s desk, and are in full sight of customers as well. We want customers to hold us to these standards and understand the importance we place on delivering top customer service. The standards are also part of every employee s job description and evaluation. Even if you are the top producer, you can t receive a top evaluation if you aren t actively demonstrating the standards. Duryea and his team also reward employees with on-the-spot recognition when observing an employee exhibiting the ideal example of the service standards. For example, last week I observed the manner in which our receptionist treats our customers. She is the first impression everyone gets at the bank, so her position is extremely important, especially from a service perspective. Her actions were the perfect example of what we strive for each day. She always has a smile on her face when she greets our customers and is always making sure customers are being taken care of, whether it s offering them coffee or just finding the customer a comfortable chair. She is often complimented and guests comment how much they enjoy seeing her, and I wanted to reward her efforts. Duryea invited this employee s manager to join him in recognizing her. We like to reward the employee collectively, so the employee s manager is present too. We find that employee engagement is high and our employees are motivated as recognition is reinforced by appearing on their paycheck. In addition to the CEO, managers and other officers are encouraged to recognize employees for exemplifying the service standards. Regardless of the amount of the incentive reward, we look for ways to recognize good behavior and celebrate success. Managers are an integral part of the process and are always included in rewarding and acknowledging their employees. Source: Thomas Duryea, President and CEO, Summit State Bank, Santa Rosa, CA; phone (707) ; April 8, 2015 Page 17

18 The CEO of this Utah credit union says its new interactive teller machines are about as close to a live teller as you can get I nteractive teller technology is a growing entity for many financial institutions today. The possibility to boost efficiencies, while ultimately cutting costs, is attractive not only to the financial institution but also to accountholders. For University Federal Credit Union ($700 million, Salt Lake City, Utah), integrating an interactive teller machine (ITM) into the University of Utah s George S. Eccles Student Life Center seemed like a seamless transition to the new technology. We want to provide services to members in the most convenient way possible, says CEO Jack Buttars. An ITM allows us to open up and create smaller branches in heavily traveled areas. The ITM allows us to provide better service to our current members and attract potential members as well. Heidi Van Otten, Vice President, says this ITM is different than others on the market. With the other technology, the member typically has the majority of the controls when he or she walks up to a machine, she explains. The concept is the same where the member can interact through a live connection with one of our tellers but our tellers have more control over the machine than the member. Van Otten says that the interaction is about as close to a typical live teller transaction as it gets. The teller is still handling the entire transaction and is serving the member the same way we do at any other branch. Essentially, you can think of the technology as it being the teller s arms. Plus, Buttars says that the high-speed technology of the machine makes the entire interaction very real-time. The University Federal Credit Union s ITM is the first interactive live teller machine in the state of Utah, according to Buttars. We chose to pilot our program on campus, where we have a student population that is very digitalsavvy and curious about new technology, he says. April 8, 2015 Page 18

19 While the new Student Life Center branch is not designed to be like a traditional branch, it does have personnel, says Van Otten. We have two ITMs, but the branch is also staffed with an employee to provide assistance, should the member require it. She says that each ITM is housed inside of a small alcove so that the member can have privacy when interacting with the teller. Members can also choose to use a chat feature on the screen or listen with their ear buds. The technology provides a number of ways to interact to increase comfort levels. Buttars adds that members must verify identity and show ID before the teller can proceed. Through the ITM, members can perform nearly any of the teller transactions they would in a regular branch, with the exception of opening a new account. So the member can open additional accounts if they are already member, or open a second savings or CD, says Van Otten. However, if they are brand new members, we still like for the member to sit down with a credit union rep. CU s New Interactive Teller Machine Source: University Federal Credit Union (Salt Lake City, UT) April 8, 2015 Page 19

20 Derek Knowlton, Vice President/Marketing, says that the credit union is working on a comprehensive marketing plan for its ITM, but has found that the machine has drawn so much curiosity that it seems to market itself. We ve done a press release and have also received coverage from a local TV station about the technology, says Knowlton. The Student Life Center and our branch are still very new, but we are already seeing a decent amount of foot traffic without having to do a huge push. Source: Jack Buttars, CEO; Heidi Van Otten, Vice President; Derek Knowlton, Vice President/Marketing; Todd Summers, Senior Marketing Specialist, University Federal Credit Union, Salt Lake City, UT; phone (801) ; CU s New Interactive Teller Machines Source: University Federal Credit Union (Salt Lake City, UT) April 8, 2015 Page 20

21 This Michigan CU is gearing up to attract new business loan prospects after more than doubling its portfolio last year E ducational Community Credit Union ($413 million, Kalamazoo, Michigan) increased its commercial loans by 270 percent last year, helping to establish the credit union as a leading business loan and service provider within its marketing footprint. Kenny Leonard, Vice President of Commercial Lending Services, says the credit union is just getting started. Our commercial loan portfolio was relatively small a year ago at around $3.6 million, he says. We are now just under $11 million, and I have to attribute the growth to several factors that all came together at the same time. Kenny Leonard, VP/Commercial Lending Services (Left) & Ryan Reffitt, Commercial Loan Officer (Right) Source: Educational Community Credit Union (Kalamazoo, MI) April 8, 2015 Page 21

22 One reason for the growth was the evolution from having a Select Employee Group (SEG) base to a community charter credit union. A community charter has opened the door to a larger scope of potential business memberships and loans. While we did serve the business member needs when we were SEG-based, our options were limited in the number of companies we could help. Now, with the community charter, we can work on a broader scope, which creates an exponential amount of opportunities. Leonard was brought on board a year ago because of his 10-plus years of expertise and skilled SBA tenure. The credit union was in the process of transferring to a community charter and was looking for someone to enhance commercial services. Photo of Dynamic Duo Leonard & Reffitt Source: Educational Community Credit Union (Kalamazoo, MI) April 8, 2015 Page 22

23 Upon his arrival, Leonard re-structured the commercial lending department and brought controls in-house including approvals, underwriting, and processing. The restructuring, alone, was a considerable undertaking, and I have to applaud and give credit to ECCU s senior management and the board for being supportive and allowing us to make this enormous transition and step. He says that bringing internal systems in-house was also a great way to rev up loans and improve efficiencies. To help fuel this growth, Leonard says that he hired Ryan Reffitt, a seasoned commercial lender. Ryan s role is to spend time with the centers of influence in the communities we serve, meaning that he s at the Chamber events, the local networking meetings, breakfasts, and the VIP business parties. Additionally, the credit union recently hosted a business happy hour, where a local brewery that s an ECCU commercial client featured some of its beers. We also served appetizers and the event was very well attended, says Leonard. Photo of CU s Commercial Lending Services Team Source: Educational Community Credit Union (Kalamazoo, MI) April 8, 2015 Page 23

24 Marketing services to local businesses Getting the word out about how the credit union offers commercial services to businesses within our area is important, especially when we have local companies who are not being served by some of the big banks, says Leonard. We see this happen all of the time, where an established business owner who is in good standing gets rejected by their big bank when their numbers may fall short or don t add up because of a one-off event. Leonard says that while the current plan is to continue to find businesses that aren t being properly served by bigger banks, fine tuning efficiencies is a continued priority as well. We want to find ways to efficiently approve and close on those small dollar loans. For many larger banks, it just isn t profitable to make loans on small amounts, so these business owners are finding it harder and harder to get financing. We want to change that through technology and identify a way to provide a solution-driven approach to include a broader scope. Leonard says that ECCU will never turn a loan down because of its size. All of our business community needs and also deserves access to capital to start and grow their business and benefit our communities. Source: Kenny Leonard, VP/Commercial Lending Services, Educational Community Credit Union, Kalamazoo, MI; phone (269) ; April 8, 2015 Page 24

25 index checking referrals businesses employees tellers loans branches statements This Nevada CU shares its experience opening two new full-service in-store Walmart branches U nited Federal Credit Union ($1.9 billion, Reno, Nevada) recently opened two full-service in-store Walmart branches that are located in Reno and northwest Arkansas. Danny DeLaRosa, Nevada Market Vice President, says that the credit union aimed to implement an in-store branch that offers more than just a place to conduct transactions. While other financial institutions view these in-store branch opportunities as a way to boost fee income, we wanted to take the concept one step further by making our in-store branches completely full service, he says. We view the in-store as a member acquisition strategy a way to reach out to the community to inform them of the benefits of becoming members. Ribbon Cutting for CU s In-Store Walmart Branch Source: United Federal Credit Union (Reno, NV) April 8, 2015 Page 25

26 index checking referrals businesses employees tellers loans branches statements DeLaRosa says that in addition to opening a checking account, members can initiate business loans, mortgages, investments, along with other complex relationships that are often reserved for a free-standing full-service branch. Why was it important to go that extra mile? Our idea is to capture the full relationship with our current members and also prospective members and Walmart employees. The branches are staffed with a branch manager, an assistant branch manager, and three loan officers. The employees working at the branches are extremely well versed and can handle a variety of aspects, from regular teller transactions to small business loans. United Federal Credit Union is also providing virtual interactions as part of the in-store branch experience. For instance, through Buffalo Pacific, the credit union offers technology called Omni-Suite, which allows members to have a live, three-dimensional, and life-sized interaction with a credit union representative (see the photo shown below). Photo of a 3D Interaction with a CU Representative Source: United Federal Credit Union (Reno, NV) April 8, 2015 Page 26

27 index checking referrals businesses employees tellers loans branches statements The technology is so realistic that one member who was waiting outside of the branch had to be told the image on the screen was not a real person! says DeLaRosa. He emphasizes that the main reason the credit union is leveraging the technology is to create full services within the limited amount of space that s available with a small in-store branch. CU s Loan Ad Mentioning New Reno Walmart Branch Source: United Federal Credit Union (Reno, NV) April 8, 2015 Page 27

28 index checking referrals businesses employees tellers loans branches statements We are doing a full-scale marketing push, so we wanted to make sure that we were completely ready for the amount of continued and new business that flows through the in-store branch. Before the branch opened, the credit union generated excitement through flyers and announcements within its own branch network system. We wanted to let members know that these branches were going to open soon and that members could shop and do their banking all in one place. People were really excited, and we had over 140 people at the ribbon-cutting ceremony at the Reno branch on March 9 th. DeLaRosa says that branch promotion began inside of the Walmart store. We started by promoting the ease and convenience of the branch to Walmart employees and managers. He says the credit union is also running special promotions for Walmart employees, such as deposit match and free educational seminars. In turn, he sees employees talking about the credit union to Walmart customers with an exuberance that s turning Walmart customers into credit union members. Plus, our in-store branch employees are doing a lot of aisle time. For example, if a customer can t find an item in the store, one of the credit union employees can help them, while introducing the credit union in a casual way. DeLaRosa adds that in one instance recently, the owner of a local bar and grill near the Walmart in Reno moved all of his accounts to the in-branch store. He said it made more sense to be able to do his banking while he was at the store. We predict that this will become more and more commonplace as time goes on. Source: Danny DeLaRosa, Nevada Market Vice President, United Federal Credit Union, Reno, NV; April 8, 2015 Page 28

29 A New Mexico CU has attracted over 1,500 estatement enrollments by making donations to plant trees in our forests S andia Laboratory Federal Credit Union ($2 billion, Albuquerque, New Mexico) is currently making a $1 donation to the National Forest Foundation to pay for planting a tree each time a member switches from paper to estatements. The estatement campaign launched at the beginning of the year and will run until the end of April. By March 23 rd, it had already pulled in 1,558 enrollments. Becky Richards, Marketing Manager, says that last year, the credit union made a successful push for estatements, which lasted just one month and was part of a three-month eservices campaign that also featured bill pay and mobile deposit. There was no incentive, and we increased estatement registration by 616 in June 2014, says Richards. So we decided to make a larger push at the beginning of Since we d recently promoted the benefits of estatements to members, we also reasoned that moving more members to estatements might require an incentive. She says that planting a tree seemed like a logical choice to help highlight the resources the credit union will save by delivering more statements electronically. Banner Ad for estatement Campaign Source: Sandia Laboratory Federal Credit Union (Albuquerque, NM) April 8, 2015 Page 29

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