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

For some six years MSU Federal Credit Union has been tapping a University academic orientation program representative to be the face of the credit union in its advertising during the fall rush.

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

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

The AOP representative is selected based on personality, smarts and charm and Banish says it doesn't hurt to have a to-die-for smile. His or her face will be on posters, TV commercials, in ads and on the moving billboards that cross campus and surrounding areas. The representative also undergoes a month-long standard CU employee training. The position is a summer internship that not only provides income but also the opportunity to earn credits.

Banish says the true key is to select someone with an engaging personality who has the smarts necessary to inform the credit union what the parents expect and the students need.

“One intern let us know that the parents were very concerned about ways they would be able to get money to their student. Marketing prepared a brochure to be handed out that detailed the various ways that funds could be placed in student accounts conveniently. All in all working with the right student is win-win-win. The university wins because our student employees have reflected so positively on the university, the student wins with a nice summer position that can be an internship as well, and the credit union wins with friendly, knowledgeable and concerned representation,” said Banish.

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

“I have had such a rewarding experience as the marketing intern and I am extremely thankful for the opportunity. Having a student intern is a great way to reach out to other students- they know what it's like to be away from home and overwhelmed with their new surroundings. Although the same information is relayed over and over again to 2,500 students, it's all worth it in the end when these students feel more comfortable and knowledgeable of their personal finances,” said Monroe.

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

–mdigiovanni@cutimes.com

Instant Insights /

MSU FCU Taps Into Branding Power of Student Advocacy

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