HIGHTSTOWN, N.J. – In its latest effort to improve member services and increase the reach of the credit union message, the NJCUL has created a marketing services department that will offer affordable creative media services to New Jersey credit unions. "There's a real need out there for credit unions to have somewhere to turn for marketing materials," said Stefanie LiVecchi, director of marketing services for the League. "A lot of credit unions are paying a lot of money to advertising and public relations firms, and they're looking for lower-cost alternatives. It's also intimidating for small credit unions with small budgets to do things themselves or to turn to an outside firm. We'll give them the tools to get in the door. Some credit unions don't even know where to begin. We'll help take the mystery out of it for them." Marketing and in-house printing were services once offered by the League – but that was nearly a decade ago. According to LiVecchi, creative design for materials such as brochures and advertisements will be part of the new League services; printing will be outsourced. Initially, the department will rely on its current staff – LiVecchi herself has a graphic-design background – and free-lancers. More staff may be hired as the department and project load grows. Services will be billed on a project-by-project basis at a cost relative to the complexity of the project. But the key, according to LiVecchi, will be to provide services at a low, competitive price. Marketing services is one of several new initiatives undertaken recently by NJCUL to improve the effectiveness of credit unions in reaching out to current and potential members. In 2003, the League introduced its strategic planning department. It also initiated an advertising co-operative to increase the media buying power of New Jersey credit unions. The marketing services department is already off to a strong start with several projects in the works. "We have one credit union that wants to build its loan portfolio, and the only way to do that is to get the message out," LiVecchi said. "Another client wants to launch a new product in each quarter, and they need help." -

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