HOLMDEL, N.J. — The hot spot that's got locals buzzing isn't aclub but rather United Teletech Financial Federal Credit Union'slatest branch.

“We wanted to open a branch that made a bold statement and spoketo our commitment to the community and service to our members,”said United Teletech Financial FCU President/CEO Leo Ardine. “Soour board decided that this facility would be a retail space thatis high touch and reinforces what we are known for which is ourconsultative process.”

Originally chartered in 1967 to serve the financial needs ofBell Labs employees and later Lucent and AT&T, United TeletechFinancial expanded its service through a community charter in late2005. With the enhanced ability to serve the public in Monmouth,Ocean, and parts of Middlesex counties, Ardine said they realizedthey needed to reposition their branches to stay competitive andstand out in the marketplace.

United Teletech turned to St. Louis, Missouri-based design/buildfirm NewGround to create a progressive storefront branch layoutthat would create a fresh member retail experience.

“The main thrust of the new branch format is to create stops anddestinations along the member's path of travel, building uponUnited Teletech's brand promise, products and service offerings,”said Brad Ritner, retail designer for NewGround. “You walk throughthe door and understand you're not going to see this at everyfinancial institution. This is different–so you get a sense thatyou're going to be treated different here. This is what we wantedto convey–that United Teletech Financial offers a different kind ofexperience and relationship for its members.”

When a member enters the 3,300 square-foot financial centerfilled with music from XM satellite radio, an employee from thegreeter station welcomes the individual into the space and helpsdirect them to the right service area, whether that be the tellerstation, the member waiting area, or a private office in which tomeet with a Financial Service Representative. A fabric wall indeepening shades of red showcases United Teletech's brand promiseincluding “Integrity,” “Sharing” and “Family.”

“Retailers like Target or Apple stores have an added advantageby offering zippy product merchandising–financial institutionsdon't have that luxury and are places that people generally visitout of necessity, so we had to find compelling ways to get thebrand message out, create a dynamic retail environment and breakthe products and services offered into simple vignettes ordepartments,” said Ritner. “That 20 foot fabric wall looks cool andeye catching but most importantly it immediately delivers themessage of what United Teletech stands for and its values such asintegrity, accountability, and respect.”

The member waiting area ventures beyond the mainstream withmuted earth tones and contemporary furniture positioned in aroundtable effect. With a digital screen providing information onproducts and services, and a Starbucks coffee bar the space easesmembers into an inviting retreat of sorts.

A uniquely branded Internet station stands in the center of thespace, adding a dramatic element to the motif, while providing anarea where members can access product and service informationonline and employees can demonstrate United Teletech's onlineservices.

“One of the most compelling components of the branch is theblending of our brand at every member touch point–from thebrochures, newsletter and signage, to the marketing messages andimages selected in the branch it all reinforces our corporatevalues and brand promise that we are here to help and that ourmembers are better off with this experience,” said Ardine.

Ritner adds that branding has been key to translating beyond thephysical footprint of the facility.

“If you look at successful retail–what you see on thecommercials, in newspapers ads, flyers–all of it is in alignmentwith their retail environment and it is easy to talk about brandingbut very difficult to execute and United Teletech has reallyembraced it,” said Ritner.

The path through the heavily branded spaces plays up the retailfeel by creating different zones or departments each with their ownsignature colors and provides areas where specific products orpromotions can be highlighted.

Privacy was a key focus in the design of the Member ServiceRooms, which are used when members come in to open new accounts,apply for loans or obtain information about additional services.Frosted glass elicits a contemporary feel while making the spacemore intimate for discussions.

Ardine said the financial center was designed to be acomfortable environment to conduct business and relax. Members arenot hurried to make financial decisions or transactions, but areasked to enjoy the space. The facility also has the ability to turninto an after hours meeting site for community events like chamberfunctions and economic seminars. For younger members, plans areunderway to add two X-box stations.

Knowing that a new environment can only go so far and ultimatelyit is the staff that makes the difference Ardine said ensuringstaffers could comfortably work and engage “members is somethingthat has been a work in progress for some nine years.”

“We've made our biggest strides in this particular piece–thatsales is not some 'four letter word' and is really vital to betterserving our members–in the last five years,” said Ardine. “We havea lot of face time with the team on an ongoing basis about whatwe're trying to do with the membership, share lots of members'success stories and just make sure the entire United Teletech teamis truly engaged.

Wanting staffers to interact in the new environment naturally,United Teletech also employed NewGround's training program Ready,Set, Open to formally introduce employees on how to interact withmembers on this new stage.

“We concentrated on how staff should use the new space, explainthe new design to members, greet members, and give tours. And wefocused on how to interact with members and deliver their brandpromise using the existing sales and service philosophies theyalready had in place,” said Rebecca Doepke, director of trainingand culture change at NewGround.

More importantly, said Ardine, Ready, Set, Open taught employeesto be proactive and make a connection with members.

“The program encouraged them to take the extra step and carewith members. After the training, an employee asked if it was okayif she could walk a member out the door if the facility wasn'tbusy. We said 'Absolutely.' We want our staff to think about goingthat extra mile. It's working for us.”

In just the first three months of opening, Ardine said thecredit union garnered over 100 new members, $3 million in depositsand earned $6 million in consumer loans. He credited the meshing ofbranding, facility and staff in making an experience that createsmembers for life.

“And that is a great story to share,” said Ardine. “We've madeUnited Teletech a destination spot that members old and young alikewant to be a part of.”

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