CORVALIS, Ore. – Slowly but surely credit unions are getting brass. Some 10 credit unions including the $1.2 billion Mountain America CU and $1.3 billion First Tech CU have signed up to offer their young adult members issues of brass CU young today rich tomorrow. Brass CU is the brainchild of 20-year old Brass|Media Inc. CEO and credit union member Bryan Sims. Created as both an educational piece and marketing tool, the magazine written by young adults sets out to provide 18-24 year olds with straight talk about money-how to make it, manage it and multiply it. Sims has a team of freelance writers from across 20 states and five countries that he says represent the best minds his generation has to offer. According to Sims, the quarterly magazine delivers intelligent, entertaining content about "the money side of life". The inaugural issue, set to launch February 1 to over 30,000 young adult credit union members, covers topics ranging from how to buy your first car and avoid the credit card trap to tips on how to dress your best without going broke. The annual subscription price for the quarterly magazine is $5, which decreases with multiple year subscriptions. "The phone has not stopped ringing," said Sims. "A lot of the credit unions are interested in the next issue, so I wouldn't be surprised if it goes up to 50,000." Sims says only one in eight credit unions actively markets to the young adult demographic and subscriptions have been a mixed bag of customized and generic "see your local credit union" ads. As a marketing tool, for $2,495 a year, the publication can feature a credit union branded magazine cover complete with the CU's logo and colors; customized CU ads; and a co-branded Web site at brasscu.com that has a direct link to the credit union's Web site. "It is an extension of what we've been doing a long time as far as youth marketing," said First Tech CU Vice President of Marketing/Business Development Brooke Van Vleet. "We're excited to find another opportunity to reach the 18 and older group with an educational tool that still speaks in their voice." The Beaverton-Oregon-based credit union opted for a one-year subscription with the customized cover and advertising. While First Tech has a youth program from birth to high school, college age members were wrapped into its traditional marketing plan. Plans are now underway to mail the magazines directly its young adults and have them on hand for on-campus distribution. "For us the goal is to build awareness and solidify relationships. A large number of our young members go off to college and are vulnerable to all those credit card offers and rather than just pick one up we want them to think first of the credit union as a resource," said Van Vleet. "We see this as a relationship builder with parents too because we're probably helping reinforce messages they are also trying to deliver." Considering making the switch from newsletter to a magazine format itself Salt Lake City-based Mountain America CU Chief Marketing Officer/Senior Vice President Brent Lawrence saw brass as an educational piece that would have a longer shelf life and could be shared with roommates. "We had a few young adults read a brass magazine sample and they told us `yeah I'd read this and maybe not all my friends would read it but the ones who want to be rich would,'" said Lawrence. "A lot of marketers think that this group can only be reached by television or the radio but a lot of young adults read magazines that are geared to their interests so we thought this would be a great vehicle." Lawrence adds that one of the most important lessons he's learned about this group of young adults is how quickly they share information. "They love to tell their friends stuff if something comes over the phone they will forward it to everyone they know," said Lawrence. "That is why we wanted to do something educational that would be cool enough for them to share with their friends and we think the magazine will do that." Also opting for the customized package Mountain America CU will mail the magazines to its young adults, have a few issues at its branches and on hand for its campus student loan information booths. Sims says now is the time for credit unions to start aggressively targeting young adults. If his schedule is any indicator, the interest is there. In addition to getting his company off the ground, he is slated to speak at the upcoming annual National Youth Involvement Board conference, Campus Credit Union Council conference and a few leagues and roundtables. "We're also working on developing new ideas to attract, maintain and increase the profitability of younger members," said Sims. [email protected]