EAST LANSING, Mich. – For Michigan State University FederalCredit Union marketing strikes the perfect balance betweentechnology and creativity. The $929 million credit union recentlywon a first place NAFCU marketing award for its “Great Minds ThinkAlike” membership promotion. The promotion was a multimedia mixconsisting of a catalog of services, brochures, postcards, and aCD-ROM highlighting services and included the ability to linkdirectly to MSUFCU's Web site for more information and to apply.“When deciding where the e-commerce division should be placed somethoughts were for it to be under IT but I really pushed to have itbecause it would be like expecting marketing to run but thencutting off our legs,” said MSU FCU Marketing Vice President JoyceM. Banish. “The e-commerce department is an important part of themarketing process we can no longer just think print but we have tothink electronically where to place promotions on the front pageoff the Web site.” According to Banish, the “marriage” has beenparticularly helpful with targeting promotions and tracking. Forexample, the credit union can send e-mail messages notifyingmembers of credit union events that would be of interest to themsuch as an Enterprise car sale to those without automobiles. “Withthe car sale we got back letters from our members saying `this isthe kind of e-mail I like to receive'”, said Banish. “Our e-mailresponse is so fast that we can see and track how the membersopened it, if they went to the Web site after opening it etc. Sofar we've ended up with about twice as many online applicationsthis year alone.” Banish says technology also helps in thefine-tuning of other campaigns. For the “Great Minds” campaign themarketing department strategically sent direct mail postcardsseveral weeks apart encouraging students to sign up online withincentive drawings from paying for fall semester books to 60-minutephone cards. As soon as one postcard mailing ended another would besent out. Banish says after each mailing the online applicationsspiked from 10 to over 50. A total of 9,286 pieces including thein-house designed student booklet and postcards were mailed and thecampaign costs totaled $22,334.23. Students that didn't have acomputer were not sent CD-ROMs. Every mailing label had a uniquecode to identify each member so if the student was a freshmen andentered the code when signing up, a pop up pre-approval for a Visacard would appear. Some 34% of those that used the code also signedup for a Visa card. “This is something we encourage because itcreates a tie between the student and the credit union,” saidBanish. “Sometimes people move and while they may not always taketheir checking account they will keep the Visa. Although now withelectronic access and direct deposits it is easier for members tomanage their checking accounts.” Creatively Banish says she isblessed with a great team, and generally from brainstorming toimplementation, promotions take about a month. Marketingspecialists are each responsible for different areas which Banishsays helps keep everyone always thinking about their promotions andcampaigns and how to improve them. “We are always busy, and ithelps that we have certain promotions that run at the same timeevery year to coincide with natural university events andholidays,” said Banish. “The way the department is organized now itis not only easier to track but also by focusing on certain areasspecialists learn more and have an opportunity to apply somethingthey saw outside and figure out a way it can be effectively appliedto an internal campaign.” Banish says much of what the teamaccomplishes is because MSU FCU President/CEO Patrick McPharlinencourages using the latest in electronics and provides them withthe tools they need creatively such as keeping the stockphotography up-to-date so that the credit union can target theright groups. In addition to stock images the credit union mixesphotos taken from around campus so that members can better relateto what is being presented. “We try to take the best of campaignsthat we have used before, add new elements and find ways to improveit so we can keep past campaigns fresh,” said Banish. “We're verylucky here. I have a great creative team in-house, and now withe-commerce I have the technology to create and produce exactly whatwe want.” Despite having a membership that graduates an average ofevery four years, the credit union has grown, and a recentsatisfaction survey of car loans reveals that 36% of thoseborrowers joined as students. “Our turnover is pretty low becauseof good service and computer line remote access, and ATMs,” saidBanish. “The key is to maintain them as lifetime members. That iswhy we spend the extra money to be a real part of the university.We are at every fair, resident hall event, new faculty orientation,campus party, and we offer seminars and classes. If there is achance for us to be involved we are there. In fact I had to laughwhen a rival bank about two blocks away came to our branch to handout their flyers because we had students lined up outside ourdoors.” Banish says because the credit union is so visible itbecomes a part of the campus. “The best marketing is when membersare out there selling your services,” said Banish. “We have to domultiple things to get the message across – it is not just an ad orbrochure but being personally involved. One-on-one marketing isvery important and our brand image as a financial institution inthe community is very strong but the #1 reason we're able to growis because of the MSU people-it's the one time where having thatspecial unique exclusivity really works.”[email protected]