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

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

“Every Thursday we have vision meetings and we've been talking about this golden anniversary for a few years,” said Altura CU Marketing Vice President Donna Michalka. “We knew that we wanted to make a big splash, reward our members and do something for the community while still having fun–and I think we've accomplished all of it.”

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

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

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

The celebration kicked off in late 2006 with a youth CD, called the 50/50 CD and is available to those under age 18 with a parent as a joint account holder. The minimum opening deposit is $50, and subsequent deposits can be made in amounts as small as $5 and as large as $10,000. The term is 50 weeks at 5%. The name comes from $50 for 50 weeks. Every new account holder receives a commemorative certificate styled after the old paper certificates of deposit people received in the '50s. According to Michalka, the response has 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 a great way to promote savings to kids by showing them the power of compounded interest,” said Michalka. “In just the first few weeks

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

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

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

and get $25.

Altura also made a splash at Good Morning Riverside, which Michalka says is the “must attend” event in Riverside. The breakfast event of the Greater Riverside Chambers of Commerce attracts a capacity crowd. Altura usually sponsors the first meeting of each year and links it with an area nonprofit or school to raise funds or highlight a worthy cause.

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

In addition, playing up a '50s theme, the CU-sponsored event featured a special appearance by '50s icon “Elvis” singing his popular 1957 song Jailhouse Rock and included Frisbees for every guest (Frisbee was “launched” in 1957), and Play Dough towers (also 50 years old) as centerpieces. Door prizes included $50 in gold dollars, a $50 Altura Visa gift card, and a boxed DVD set of “I Love Lucy,” whose last episode filmed in 1957.

The annual meeting, held in June, took advantage of the Hawaii event and attendees were each draped with a Hawaiin lei. Long-time members were invited and celebrated, including one gentleman whose mother was instrumental in the credit union's

founding, who as a teen stuffed envelopes with member statements.

Overall, Altura reports a 51% increase in new referrals and retail 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 our 50th stamp everywhere– in traditional marketing or in what we do to reward our members–and we're letting members know we are here for them for the next 50 years. We are here to build rewarding relationships.”

–mdigiovanni@cutimes.com

Instant Insights /

Looking Back to Help the Future, Altura CU Golden Anniversary Celebration Takes Cues from '50s

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