RIVERSIDE, Calif. — Altura Credit Union has members excitedabout the big 5-0.

In the works some 18 months before the start of its 50thanniversary this year, the vintage celebration is helping get theAltura name out.

“Every Thursday we have vision meetings and we've been talkingabout this golden anniversary for a few years,” said Altura CUMarketing Vice President Donna Michalka. “We knew that we wanted tomake a big splash, reward our members and do something for thecommunity while still having fun–and I think we've accomplished allof it.”

To mark the historic event, the marketing department planned ayear of special '50s-themed events and product promotions. Not onlydid the team design a special 50th anniversary logo that appears oneverything from its Web site, print ads and collateral materials tobillboards, banners, and letterhead, but also researched facts oneverything that happened in 1957. Prizes and promotional materialsalso played off the '50s and special customized birthday cards weresent to every Altura member turning 50 this year. In addition, allmembers were automatically entered into a raffle to win a grandprize trip to the 50th state–Hawaii.

Michalka says the credit union advertising continued the '50stwist. From radio ads on local stations featuring a '50s stylemystery radio theater script, to newspaper ads and billboardssporting the headline: Rewarding Members Since June Cleaver.

As for its quarterly member magazine Vistas, it will featureblack and white vintage photo covers all year. The first was ofbaseball great Hank Aaron, who was National League MVP in 1957, andwhose all-time home run record fell just this year to slugger BarryBonds. In addition, the magazine will showcase stories of longtimemembers throughout the year, and include “then and now”stories.

The celebration kicked off in late 2006 with a youth CD, calledthe 50/50 CD and is available to those under age 18 with a parentas a joint account holder. The minimum opening deposit is $50, andsubsequent deposits can be made in amounts as small as $5 and aslarge as $10,000. The term is 50 weeks at 5%. The name comes from$50 for 50 weeks. Every new account holder receives a commemorativecertificate styled after the old paper certificates of depositpeople received in the '50s. According to Michalka, the responsehas been excellent so far, with 624 new accounts through June 30.Deposits total $391,159 with an average account balance of at least$627.

“We always talk about how important savings is so this was agreat way to promote savings to kids by showing them the power ofcompounded interest,” said Michalka. “In just the first fewweeks

we had $14,000 in those $50 accounts and saw

continued savings every month from automatic deposits fromgrandparents, parents–the family participation was amazing.”

A “refer a friend” membership drive kicked off in January andhas cycled throughout the year with differing incentives. Itstarted with a 50s theme, including a retro toaster giveaway foreach new member referral. Or, members could opt for the “bread”

and get $25.

Altura also made a splash at Good Morning Riverside, whichMichalka says is the “must attend” event in Riverside. Thebreakfast event of the Greater Riverside Chambers of Commerceattracts a capacity crowd. Altura usually sponsors the firstmeeting of each year and links it with an area nonprofit or schoolto raise funds or highlight a worthy cause.

This year, Altura, which began as a credit union for schoolemployees, spotlighted Victoria Elementary School, also celebrating50 years in 2007. Altura contributed 50 hours of tutoring costs, 50new books for the library and a $50 Altura Visa gift card for eachteacher to use for classroom supplies.

In addition, playing up a '50s theme, the CU-sponsored eventfeatured a special appearance by '50s icon “Elvis” singing hispopular 1957 song Jailhouse Rock and included Frisbees for everyguest (Frisbee was “launched” in 1957), and Play Dough towers (also50 years old) as centerpieces. Door prizes included $50 in golddollars, a $50 Altura Visa gift card, and a boxed DVD set of “ILove Lucy,” whose last episode filmed in 1957.

The annual meeting, held in June, took advantage of the Hawaiievent and attendees were each draped with a Hawaiin lei. Long-timemembers were invited and celebrated, including one gentleman whosemother was instrumental in the credit union's

founding, who as a teen stuffed envelopes with memberstatements.

Overall, Altura reports a 51% increase in new referrals andretail deposits are up about 43%.

“This has just been so much fun for everyone,” said Michalka.“The member response has been wonderful. Our goal was to have our50th stamp everywhere– in traditional marketing or in what we do toreward our members–and we're letting members know we are here forthem for the next 50 years. We are here to build rewardingrelationships.”

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