Kids Clubs, Youth Savings, & Student Checking

Kids Clubs, Youth Savings, & Student Checking

Introduction Dear Client, Our new manual, Kids Clubs, Youth Savings, & Student Checking, is packed with successful marketing strategies and promotional campaigns that can help you attract and keep this next generation of new accountholders. For example, our manual can help you: Create a successful Kids Club and market it to parents and grandparents; Attract Youth Savings accounts with special activities and educational events; Market Student Checking accounts to teens and college-aged students; Use social media to promote, cross sell, and keep these new accounts for life! Today, your institution s ability to attract the next generation of new accountholders is more important than ever. Kids Clubs, Youth Savings, & Student Checking contains the ideas you need to accomplish this goal. In the following pages, you ll find dozens of successful promotions that our editors have identified from detailed interviews with CEOs, Marketing Managers, and other top officers. Plus, all of the ideas in these stories have recently proven successful in top banks and credit unions nationwide. To benefit, simply apply the strategies in your own institution and watch your kids, youth, and student accounts grow! If you have any questions as you use this publication, please contact us by e-mail at info@siefer.com. Sincerely, Jessica Siefer, Editor, Siefer Consultants, Inc. Editor s Note: The articles in this manual are reprinted from publications by Siefer Consultants (Storm Lake, Iowa). The names of the organizations and representatives are published as they appeared in the original articles. The materials in this publication are illustrative only, and are not intended as a definitive analysis of the subjects discussed. Readers are cautioned to consult with their advisors regarding the application of these materials to their particular situation, and the specific effects of any applicable Federal and State laws. Siefer Consultants, Cover Image Copyright: www.depositphotos.com/15660531.

Table of Contents Chapter 1: Kids Clubs & Youth Savings Accounts 4 Chapter 2: Student Checking Accounts 39

Chapter 1 Kids Clubs & Youth Savings Accounts An Illinois institution is marketing three packaged accounts designed to attract kids, teens, and young adults C EFCU ($4.9 billion, Peoria, Illinois) has three accounts in place that are designed to fit the banking needs of kids, early teens, and young adults. Janā Stevens, Community Relations Manager, says that CEFCU began to actively cultivate youth relationships about six years ago. As a credit union with deep, longstanding ties in the community, CEFCU has had multi-generational relationships with member families for decades, says Stevens. With changing demographics, CEFCU feels it s critical to develop solid relationships early. Stevens says that the credit union set up the accounts based on age, and looked to incorporate features that would be relevant and appealing to those within those particular age groups, as well as to their parents. Here are the three programs that CEFCU offers to youth: 1) Stepping Stones (age 3 to 12) helps kids learn the habit of saving by allowing them to open the following: A Savings account A My Save Certificate CEFCU s Stones program is intended to help parents and kids lay the groundwork for a successful Copyright: istockphoto.com/000032566362 financial life, says Stevens. We chose this group as being from preschool through elementary school age. The Stepping Stones account places emphasis on rewarding transaction activity, in particular, deposits. 23

Chapter 1 Kids Clubs & Youth Savings Accounts So, every time a Stepping Stones member makes a deposit, they can pick out a toy from the Treasure Chest. We felt that the excitement of getting to choose a prize could make a trip to CEFCU become a fun event. Beyond just growing the savings balance, it s a relationship builder with the parents as well as with the kids. The gifts themselves are very small and of nominal value, such as rubber balls, bubbles, bracelets, and jewelry. 2) Milestone (age 13 to 15) includes the following: A Savings account A Checking account A CuCard for ATM access A My Use Savings account for specific goals A My Save Certificate Plus, teens can use a Web-enabled phone to access CEFCU Mobile which enables them to find ATMs or look up Member Center hours, for example. CEFCU s My Save Certificate allows Milestone members to earn the same rate as a regular 12-month certificate, but with just a $5 opening deposit, plus the ability to keep making deposits, says Stevens. We focused on middle-school kids with increased emphasis on saving for personal goals. 3) Capstone (high school age and older) features the following A Savings account A Checking account A My Use Savings account A My Save Certificate Online Services Convenience Services CEFCU Mobile CEFCU Check+ Card for ATM access 24

Chapter 1 Kids Clubs & Youth Savings Accounts The Capstone Program also provides young adults with the option of opening a CEFCU Visa Credit Card, Vehicle Loans, and Student Loans. For the Capstone members, we start to encourage checking accounts, with special opportunities to learn about balancing an account, and developing habits that will lead to having better credit in the future, says Stevens. She says that the drive behind its youth accounts is to partner with parents and kids in a financial journey that lasts a lifetime. And, for each age group, CEFCU provides materials that parents can use to actively coach and teach their kids about financial issues. Educational Websites are also provided for each of the three programs. For instance, for Stepping Stones members, CEFCU sponsors 5-Spot, which is a Website that s designed for kids to help them learn more about finances through games, stories, and calculators and also includes a downloadable 5-Spot newsletter. Steven says CEFCU sees enrollment in its youth programs steadily increase as kids grow up. And we see that the longer-standing relationships are the ones where students will turn to CEFCU for a Private Student Loan, or other need, once they graduate high school. So, from that standpoint, we re very pleased. She adds that the My Save Certificate, in particular, has been a real success. We currently have just under 1,100 My Save Certificates owned by members ages 18 and under, with an average balance of $400. While a formal transition program is not in place for its youth accounts, CEFCU does reach out to all of its members, including youth, with relevant product and service offers based on their relationships. For the most part, there is a very natural transition middle-schoolers no longer want to visit the Treasure Chest, for example. More than anything, we are looking at the way we reach out to members to ensure that we are making relevant product and service offers. We will continue to keep an eye on the needs of this group, just as we do for every member. 25

Chapter 1 Kids Clubs & Youth Savings Accounts Success with hosting Youth Events CEFCU mails birthday cards to kids until the age of 12, plus has brochures and merchandising for its youth programs. We strongly encourage staff to work with members and identify opportunities to cross-sell youth accounts. She notes that CEFCU has a number of successful marketing promotions in place for youth. For example, during the past seven or eight years, we have partnered with Member Centers to host Youth Events, which are a combination of a carnival and an educational event. They re fun, and last year we hosted 15 of these events. CEFCU also sponsors a comprehensive financial literacy curriculum that s free of charge to area schools. Materials are available for second-graders up through high school, and have a tie-in to CEFCU accounts. Additionally, CEFCU sponsors BizKid$ media for schools, and participates in Bank-At-School programs. Because youth accounts are so parent-driven, we find that most growth results from positive word-of-mouth. Source: Janā Stevens, Community Relations Manager, CEFCU, Peoria, IL; phone (309)633-3675; e-mail jstevens@cefcu.com. 26

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