SAN FRANCISCO — Count Patelco among credit unions stepping up efforts to attract Latino members. The $4.3 billion institution is mid-way through an eight-week campaign that includes the launch of a new remittance product, a branch opening in a predominantly Hispanic Redwood City, and a radio and print campaign featuring a popular recently-retired Spanish language news anchor.

According to Chief of Strategic Innovation Carol Highton, the campaign seeks to meet two objectives: better serve the Bay Area's large Hispanic population, and attract young families.

Patelco's strategy includes a smart mix of big and small credit union tactics. The credit union will utilize the grass roots communication channels favored by successful niche players, like relationships with Consular offices and ethnic grocery stores, while leveraging the marketing budget of a billion dollar institution.