EAST LANSING, Mich. — Want to connect with the younger market?Consider searching within their ranks to find a credit unionadvocate.

For some six years MSU Federal Credit Union has been tapping aUniversity academic orientation program representative to be theface of the credit union in its advertising during the fallrush.

According to MSU FCU Vice President of Marketing Joyce Banish,while other credit unions may be envious of university-based creditunions because of the entrance of so many freshmen every fall,having these students walk in the door, join and sign up forservices is not that easy and necessitates months of planning,additional staff and enticing promotions. Participation in the AOPis just one way the credit union works to attract and hold ontostudents after graduation.

Prior to the new school year, sign-up materials are sent toincoming students and an MSU student is selected to greet studentsand talk about the credit union during the two and a half months oforientation.

The AOP representative is selected based on personality, smartsand charm and Banish says it doesn't hurt to have a to-die-forsmile. His or her face will be on posters, TV commercials, in adsand on the moving billboards that cross campus and surroundingareas. The representative also undergoes a month-long standard CUemployee training. The position is a summer internship that notonly provides income but also the opportunity to earn credits.

Banish says the true key is to select someone with an engagingpersonality who has the smarts necessary to inform the credit unionwhat the parents expect and the students need.

“One intern let us know that the parents were very concernedabout ways they would be able to get money to their student.Marketing prepared a brochure to be handed out that detailed thevarious ways that funds could be placed in student accountsconveniently. All in all working with the right student iswin-win-win. The university wins because our student employees havereflected so positively on the university, the student wins with anice summer position that can be an internship as well, and thecredit union wins with friendly, knowledgeable and concernedrepresentation,” said Banish.

While the fame of being an instant celebrity is fun for thestudent it comes only after the hard work of greeting the 2,500students and parents that attend AOP, collecting surveys from thosestudents and charting progress as to how many students have joinedor are planning to join the credit union. MSU senior Kerry Monroewas selected as this year's representative and stood for hoursready and waiting for groups of students to file in, talking tothem and answering their questions about the credit union. She wasthe only representative hired to stand duty for the entire program.For MSUFCU having an approachable and knowledgeable student makesthe most of the opportunity to introduce students to the creditunion's services.

“I have had such a rewarding experience as the marketing internand I am extremely thankful for the opportunity. Having a studentintern is a great way to reach out to other students- they knowwhat it's like to be away from home and overwhelmed with their newsurroundings. Although the same information is relayed over andover again to 2,500 students, it's all worth it in the end whenthese students feel more comfortable and knowledgeable of theirpersonal finances,” said Monroe.

MSUFCU couldn't ask for a better advocate, making appearances atevery campus event ranging from U-Fest, Sparticipation,International Grad Students and Residence Hall, to New FacultyOrientation, International Students, Rock the Block and Midnight,Monroe is helping build up the credit union's on campuspresence.

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