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KNOXVILLE, Tenn. — UT Federal Credit Union is doing what it can to be the financial resource University of Tennessee students and faculty turn to.

“We’ve got for the most part a short-term audience who’ll for the most part will be here for four years, and it is very hard to sway someone to switch accounts once they’re established someplace else,” said UTFCU Marketing Manager Malinda Wood. “So we have to offer flexibility on account openings and transfer opportunities, educate them on our convenience not just on campus but in their hometowns too, and then they turn the corner so to speak. UT is part of our name, so we’re doing everything to show that we are a community partner and keep that line of communication open.”

To spread the word about its new student Web site (utfcu-rocks.com), staffers didn’t opt for traditional marketing media but instead headed to “the rock” on the University of Tennessee’s fraternity row to spray paint the message, “UTFCU Rocks! Text UTFCU to 25827.”

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