MONTEREY PARK, Calif. – Energy First Credit Union has tapped into members' excitement over the National Basketball Association's Los Angeles Lakers for a new promotion. Developed by Los Angeles-based advertising agency Simon and Associates Advertising, along with Energy First Marketing Specialist Sheila Tetangco, the Slam Dunk Services promotion offers members Lakers game tickets and autographed memorabilia for everything from accounts opened and loans to potential member referrals. The agency structured the promotion to be flexible so that the products featured could change each quarter, allowing the credit union to manage its portfolio throughout the yearlong campaign. While the final numbers won't be available until early 2005, the credit union reports that there has been a steady rise in credit cards, auto loans, home equity lines of credit, checking accounts and membership referrals. The campaign includes direct mailings, statement inserts, Web promotions, newsletter updates, branch merchandising and signage at SEG locations. "The Lakers theme is popular with both members and staff," said Energy First CU Vice President Marketing Darlene Diamond. "With Sempra Energy as a founding partner of the Staples Center (home of the LA Lakers) and one of our primary sponsors, the theme was a natural tie in. This is a win-win situation for everyone. Not only are members excited about winning tickets and Lakers memorabilia, they are also receiving great deals on loans."