Rutland, Vermont Design/Build Firm/Merchandising: DEI, Inc. Size: 1,250 square feet Length of Time to Build: Interior build-out took approximately eight months from Think Tank concepts to completion. Brand Concept: "Our Focus is You" How Concept Reinforced in Retail Environment: Marketing messages convey the brand throughout the building through graphic techniques and visual repetition. The addition of high-tech retail elements made the theme of "FOCUS" more plausible since the VSECU staff now had even more time to assist members, answer questions and learn more about their members' needs. New retail elements and technology were introduced such as the Studio Teller, a high-tech teller system that uses pneumatic tubes, a camera and monitor, and a telephone to transact business between a member service representative and a member. If members feel uncomfortable using the high-tech Studio Teller, member service consultants will provide that personal touch and transact business at their desks, which is also equipped with pneumatic tubes. This gives member consultants the opportunity to get to know members personally while a back room teller is processing the transaction. It also provides the opportunity to cross-sell other services or products. A Tech Caf features VSECU's electronic banking platform, PC Express Bank On-Line and complimentary coffee service. Future Retail Branches Planned:This location has been so successful that two additional facilities have been built with a third branch currently in design. Measurements of Success: Since the opening of the new facility, memberships at the Rutland branch have increased 6.7% year-to-date. Current total membership for this branch is 2,450.