Siefer Report Growth Strategies. Auto & Home Loans. Explaining Fees. Checking Accounts. Debit Card Campaigns. Mobile Deposit. Financial Services
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- Lydia Blair
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From this document you will learn the answers to the following questions:
What type of marketing was used to drive the California credit union's Debit to Win It campaign?
What does Siefer write about financial institutions growth loans?
What did the Massachusetts bank use to ensure all accounts are fair and fully explained?
Transcription
1 January 8, 2014 Vol. 1, No. 11 Siefer Report A twice monthly report for financial institutions growth loans checking fees debit cards e-deposit online apps e-services 2014 Growth Strategies Checking Accounts An Illinois institution s Ultimate Checking offers 3% interest and reeled in nearly 4,000 new accounts last year Debit Card Campaigns Online Loan Apps Here are five proven strategies that can help your institution increase its deposits, loans, fee income, and profits A California credit union s recent Debit to Win It campaign was driven primarily through social media marketing A Vermont bank s new eloan Pay service enables its loan customers to make payments from any bank or credit union Auto & Home Loans Explaining Fees Mobile Deposit Financial Services This California CU s six-month promotion pulled in a total of 49 new mortgage loans and 757 consumer loans A Massachusetts bank uses a Customer Experience team to ensure all fees are fair and fully explained to accountholders An Illinois credit union s new expressshot mobile deposit service is getting an average deposit size of about $500 per check Accountholders at an Indiana institution can now access an online budgeting and cash flow management tool called The Hub Siefer Consultants, Inc. PO Box 1384 Storm Lake, IA (712) fax (866) info@siefer.com
2 A California institution s recent Debit to Win It campaign was driven primarily through social media marketing A Debit to Win It campaign allowed PremierOne Credit Union ($335 million, San Jose, California) to boost debit card activity in one month, plus drive more traffic to its Website and social media pages. The promotion ran from November 19 th through December 20 th, 2013 and members who completed 10 debit card transactions during this time frame earned one entry into a drawing to win one of two ipad Airs. The drawings were held on December 2 nd and 20 th, and there was a maximum of 20 entries per member, per drawing. Sara Karam Holtz, AVP Marketing, explains that the strategy behind running the Debit to Win It campaign was threefold: First, we wanted to give back to our membership in a big way during the holiday season, especially to those who utilize us for their checking account. Second, we wanted to encourage more usage during holiday shopping and be present of mind for members who are bombarded with a variety of purchasing competitors out there. Copyright: istockphoto.com/ And third, this promotion fit in with our ongoing social media strategy to interact with members in an effective, beneficial way. We monitor interaction on our Website and through social media on a regular basis through this initiative. Karam Holtz adds that PremierOne ran a debit card promotion two years ago during the same time. It was similar, but with a different theme and prize. January 8, 2014 Page 19
3 Results were good, but not great. Thus far, this promotion has been more successful. She says, for example, PremierOne doubled the usage of its debit card over the past two months, and received 1,285 unique visits to the promotion Website. Poster for Debit to Win It Promotion Debit Two winners will receive an ipad Air! Enter just by using your debit card for purchases! to Win it More details at premieronecu.org/win NO PURCHASE NECESSARY TO ENTER OR WIN. For Official Rules, visit us online at premieronecu.org. Images shown are not exact models or prizes. Every 10 debit card transactions equals 1 entry. Up to 20 entries per person. Drawings on December 2 and December 20, Deadline to enter is December 20, Source: PremierOne Credit Union (San Jose, CA) January 8, 2014 Page 20
4 Additionally, preliminary numbers showed a near 20 percent increase in interchange income for December, she says. We can attribute the success to the exciting prize, social media efforts, and marketing; yet, we also are aware of the spend-heavy time of year and improving economy. We chose the prize because we wanted something fun and worth it to win, and selected every 10 transactions because it creates increased value for our members to use the card more. It encourages members to get to that next entry at another 10 transactions, versus one entry per swipe. Staff also loves it every time we give away any type of ipad! A chance to encourage new PremierOne Spend Account openings During the campaign, the credit union also promoted its PremierOne Spend Account, which features its free debit card. It s an industry-leading checking account that helps our debit card. There are many ways our members can qualify for something great with this account. The PremierOne Spend Account pays up to 1 percent APY on balances through $25,000, and 0.25 percent APY on balances over $25,000. Each statement cycle, accountholders can qualify for the rates, along with ATM rebates up to $20 per month, by meeting the following requirements: Make at least 15 Debit card transactions Have at least one Deposit or ACH transaction (such as Direct Deposit) Receive estatements If the member doesn t qualify for the rates and rebates in a given cycle, he or she still earns the basic rate of 0.05 percent APY. All PremierOne Spend accountholders with a minimum of $10,000 in deposit or loan balances with the credit union can also access the Bonus 10, including: 1. Free overdraft protection transfers 2. Free Cashiers checks 3. Free Check copies January 8, 2014 Page 21
5 4. Four free Domestic bank wires each month percent APR auto loan discount (to as low as rate shown once per year) 6. Visa card balance transfer and cash advance fees waived 7. Courtesy Pay fee reimbursement (once per year by request) 8. Free first box of checks with a new PremierOne CU checking account 9. Free notary service at a branch by appointment (once per year) 10. Coin processing fee waived Karam Holtz notes that as of January 1 st, the rate was increased to the current 1 percent plus, more benefits were added to the relationship bonus. Because the campaign was primarily a social media endeavor, the credit union focused most on its Website and Facebook page for the marketing. We ran daily and weekly items through social media, , and online banking to make members aware of the promotion. We did also have posters and flyers in the branches. I would like to run a debit card promotion each year at this time, as long as it makes sense to do so. It s a great way to give back to our members and at the same time stay present in their minds when they reach for a card to use during holiday shopping. Source: Sara Karam Holtz, AVP Marketing, PremierOne Credit Union, San Jose, CA; phone (408) ; sholtz@premieronecu.org. January 8, 2014 Page 22
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