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NUTLEY, N.J. – To spread the word about its home loan program, Proponent Federal Credit Union has taken a personal approach that revolves around Keith Beith. Developed by Mint Advertising of Branchburg, New Jersey, the recent marketing campaign plays up Proponent FCU Lending Manager and head of the home loan team, Keith Beith’s unusual name and suggests members personally get to know Beith. Teasers like “Who is Keith Beith? And why does he want to give you a big check,” and “Do you know Keith Beith? He could have a big check for you,” helped the credit union maximize interest and served as reminders that Proponent FCU offers first mortgages and home equity loans at competitive rates, along with personalized service. The fun new campaign also included life-sized in-branch promotional displays, an animated interactive flash demo on its Web site and nametags that read, “I’m not Keith Beith. But I know who is.” In addition, members received Beith’s personal business cards in mailings. “Proponent aims to build a lifetime relationship with our members. We want to provide the best possible service we can, and the innovative dynamics of this campaign give our mortgage team a unique personal edge. Since its inception in April, results have exceeded our goals,” said Proponent FCU President Jim McKittrick.

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