Teacher FCU's notebook helps members identify services

MINNEAPOLIS - Teacher Federal Credit Union is taking its members back to school. Playing to its educational-based membership, the CU has unveiled a colorful wire-bound notebook that outlines the CU's products and services. "We usually don't go out of our way for educationally themed material but this format just lends itself to it so nicely," said TFCU Vice President of Marketing Tom Rifkin. TFCU needed a simple way to remind members about its many services, while also catching the attention of new members. Rifkin worked with an outside designer with the primary goal of presenting information in a clear, concise and compelling way. The result is a bright, compact wire-bound services notebook. The notebook's multicolored tabs easily identify distinct service areas. The portfolio jacket neatly holds both the services notebook and loose inserts containing information that the credit union may frequently change, such as applications, rates, and fee schedules. According to Rifkin, the greatest challenge with the wire-bound format is the inconvenience of change. If any of the service information is altered then the entire book would have to be reassembled. At $2.25 a piece it would be an expensive and time consuming task. The solution is twofold. First, the tabbed service information provided is a general overview/description, limiting the need to change some minor detail of a service. Second, quantities of the notebooks are limited, but individual loose sheets can be changed at anytime. Quantity is set so that only a certain number of notebooks are preassembled. The branch has the individual loose sheets of information on hand, so changes can easily be made by reprinting an individual page and assembling a few books with the new information. Another cost efficient alternative has been printing an abridged version of the notebook which is distributed to those who express a mild interest in TFCU's services. The portfolio and notebook format has been well received and Rifkin said that it has been an invaluable membership development tool. Not only can it be used in branches to help cross sell products but it also serves as a direct mail piece. In addition, Rifkin shows it off to potential members at various education related exhibits or meetings. The notebook theme has been so effective that it has been carried over to the TFCU Web site. According to Rifkin, customers have commented how the colorful tabs make searching the site easier and more user friendly. "Really most of the burden of information is posted on our Web site, which is essentially an electronic version of the brochure," said Rifkin. "So we are able to consistently project an image that's both professional and contemporary." -mbourjolly@cutimes.com