Liberty acquires Connecticut CU Association's marketing unit

WALLINGFORD, Conn. - In its quest to provide marketing services for credit unions throughout the country, Liberty has announced that it will acquire the Connecticut Credit Union Association's marketing services unit. The deal gives Liberty a marketing center for East Coast credit unions. Prior to the deal Liberty was lacking an East Coast presence. The company already has Marketing Centers in Los Angeles and St. Louis. "We're going to continue to develop these kinds of agreements. It is similar to what we did with the Missouri League in St. Louis," said Bob Anderson, president/CEO of Liberty of the new Liberty Marketing East unit. The Marketing Centers cover a range of credit union specific marketing products, such as Web site development for small CUs, MCIF services; direct mail programs; and others. Kevin Stewart, president and CEO of the Connecticut Credit Union Association, said the deal will allow CCUA to focus more of its financial and human resources to core association activities, yet leaving Connecticut CUs with a quality marketing product via Liberty. Linda Lather, former CCUA advertising and endorsed products manager, will serve as product and regional business director for the new Liberty Marketing East. "An integral part of the CCUA's long-range plan is to concentrate our efforts on our core association activities-governmental relations, regulatory compliance, education, communications, public relations and dues-supported member services. This partnership with Liberty allows us to do that," said Seward. Anderson said the new Marketing Center will build on CCUA's existing programs, while adding MCIF, outsource marketing, direct marketing and other fulfillment services. "We expect that we will add staff, new offices and additional services and technology-just as we have in the Liberty Marketing Centers in Los Angeles and St. Louis," said Anderson. Liberty will kick things off by immediately offering Connecticut credit unions a new "CharterBranch" Web site hosting service that is geared for getting small credit unions on the Web. The new product will feature a streamlined version of Liberty's current Web site offering; three loan calculators; a "rate changer" to update CU rates; loan application forms; graphic choices; and full Liberty staff support. According to Liberty, CharterBranch will be available later this summer. Liberty also announced a new online marketing services that will feature a full array of Liberty direct marketing content for credit unions to use online. Anderson said that product should be available in late July. -pgentile@cutimes.com