ALEXANDRIA, Va.-Imagine these scenarios: You need to stop by a market to purchase groceries for the week; you are shopping for clothes and find what you need; or, you are heading home after a long work day and decide to stop for take-out. As a member of the State Department Federal Credit Union, possibly you are stationed in Germany, England, Japan or elsewhere. You have a checkbook, but unfortunately, the checks aren't accepted everywhere. But now, for more than 10,600 members of State Department Federal Credit Union who have accepted a Visa check card this last year, paying for just about any transaction has been simplified. "There's no I.D. to show, checkbook to carry or check approval to wait for," noted John C. Adkin, president/CEO of State Department FCU, as he explained the check card to members in a letter mailed with an application to sign up. Members are able to present the check (or debit) card wherever the Visa symbol is displayed. Then, these purchases are automatically deducted from their credit union checking accounts and shown on their monthly statements. The cards were immediately popular with members, said Joan Levin, marketing director at SDFCU. Staff's goal of 1,000 accounts within the first month after it was offered was easily surpassed as 42% more members than expected requested the card. "We're thrilled with its acceptance so far," Levin said. "Branding is terrific, with the State Department seal on the colorful, eye-catching card image. The success of the program hinged largely on the attention-getting `energize your purchasing power' marketing campaign." The attention-grabbing blue lightning on a black-as-night background was the idea of an agency that comes up with graphics for the FCU, Homer & McCutcheon, she said. The card shows the different types of money around the world fanned across a globe, with the eagle of the State Department seal superimposed over the globe. "We had the card designed specifically to get members' attention," Levin said. "You can see how his (George McCutcheon) design shows the world influence and the State Department and the money from various nations, and that little eagle there (the State Department logo) is not done to look official, in black, but more creatively, with the bright colors. "Our members are in the State Department, with about 11 percent of our membership overseas. It's an important card for them, but (even here in the U.S.) we've experienced a huge response to this," Levin said. The acquisition mailing of 25,000 letters and other information to all members with ATM cards featured a larger-than-life broad graphic of the colorful check card right on the envelope, Levin said. An invitation to accept the card was attached to a letter which explained the uses of the new card in simple, understandable language. "The enclosed brochure revisited the benefits of the card in an effort to educate and explain how and where members can use their plastics," Levin said. "Marketing materials also emphasized the card's relationship to the checking account." Supporting members as they conduct financial business worldwide is a priority at SDFCU. "We are committed to offering our members the most convenient payment options. Moreover, check cards increase member loyalty," Adkin said. "As a result, there's increased demand for other products and services. It heightens the credit union/member relationship." In addition to mailing Adkin's letter and other materials to members to tell them about the new product, other marketing efforts for the new check card were made on the FCU's Web page, in lobby displays, in customized statement inserts and through the efforts of staff. "Employee training is a key tool in launching a check card program," Levin explained. "Give the card to employees for their own use. That way, staff members understand and are comfortable with the product. You get word-of-mouth advertising into the branches. We've found that's really important." The strategy SDFCU staff is using to continue marketing the new check card includes featuring it in educational newsletter articles, doing lobby promotions, and cross-selling it to members when they call inquiring about other services. Adding the check card was a response to members requesting it, Levin explained. "One of the keys (to the success of this), we think, was that we had done some member research... and one of the questions was regarding the check card, and if the membership would like that card, and there was an overwhelming response. "With any type of marketing effort, I believe, you should have the research there," Levin said. SDFCU has assets of approximately $425 million and serves 57,000 members nationwide and overseas. -
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