Shale industry workers in Pennsylvania who spend a great deal oftime traveling for work, is one group Utilities Employees Credit Union, a cooperative that operatesstrictly online, wants to court.

The $1 billion credit union in Wyomissing, Pa., recently wentdown that path by implementing new marketing strategies to enhancecompany recognition and business partnerships in Pennsylvania'sMarcellus Shale region.

According to the Pennsylvania Department of Conservation andNatural Resources, Marcellus Shale is an organic-rich black rocktraditionally used as a source for conventional oil and gasreservoirs in the Appalachian basin.

UECU said like many professionals in the energy and utilityservices industries, Marcellus Share workers are often dispersedamong rural locations, which may be distant from their hometowns. Avirtual credit union like UECU with around-the-clock nationwideaccess might be a logical strategy to serve their financial needs,the credit union said.

UECU's business development representatives recently spentseveral days in shale country, building partner relationships withlocal businesses that cater to the industry and attending theMarcellus Shale Southpointe Tradeshow in Washington County, Pa.,according to the credit union.

“We had the opportunity through the tradeshow to holddiscussions with industry attendees who were receptive to theservices UECU has to offer and we hope to also further developrelationships with other vendors we met who serve the shaleindustry,” said Erica Kunkel, UECU business developmentspecialist.

UECU's representatives also traveled the region to providematerials about the credit union's membership benefits and specialfinancial offers for the shale industry, to local merchants, energycompanies, and training programs, for distribution to the shaleworkers and trainees with whom they regularly interact. The groupreported a successful first visit to the area.

“There are some regional hotels and businesses that reported 60%of their income came from shale industry workers last year,” saidJanene Naugle, UECU business development representative.

“They serve a great deal of traveling workers who they recognizewould be well-served by a virtual credit union,” she said.

“Many businesses were very happy to spread the word tocustomers in the shale industry and to family and friends in energyand utility careers who would benefit from UECU membership,” Naugleadded.

Marcellus Shale and other energy and related-industry workerswho take advantage of free membership in Energy People Connect, aprofessional association for energy professionals and trainees, areeligible for UECU membership, according to the credit union.

In February, UECU expanded its membership to include the 400employees of Sunflower Electric Power Corp. in Hays, Kan.

In 2012, the 740 employees of the Alliance of Indiana Rural Water in Franklin, Ind., and the 700employees of Groundwater and Environmental Services Inc., in Neptune, N.J.,also became eligible for UECU membership.

The credit union, which serves more than 44,000 members, saidits virtual model helped it reach $1 billion in assets last year. UECU said it has operated withouta branch since its founding in 1934.