"We've got for the most part a short-term audience who'll forthe most part will be here for four years, and it is very hard tosway someone to switch accounts once they're established someplaceelse," said UTFCU Marketing Manager Malinda Wood. "So we have tooffer flexibility on account openings and transfer opportunities,educate them on our convenience not just on campus but in theirhometowns too, and then they turn the corner so to speak. UT ispart of our name, so we're doing everything to show that we are acommunity 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 marketingmedia but instead headed to "the rock" on the University ofTennessee's fraternity row to spray paint the message, "UTFCURocks! Text UTFCU to 25827."

The message was designed to encourage students to sign up forthe credit union's text message alerts on everything ranging frominterest rate changes to financial tips and upcoming giveaways. Thesite itself features a weekly blog, YouTube videos, access toUTFCU's calendar of sponsored events on Twitter, fun polls and aFlickr page where students and faculty can find a variety ofpictures taken at events.

"The rock is an enormous touch point here. If something happensin the community--say we win a national championship or any eventhappening on campus--it's on that rock. This is the first time thecredit union has done it, and it put us on a level where studentsappreciate our efforts to connect and reach out," said Wood. "Asfor the text alerts and the ability to open their accounts online,that is technology students are comfortable with. They want andexpect a different experience, so we're trying to tailor our siteto what we think they're interested in."

UTFCU has also recently become the official "bank" of the OrangeNation, an all-inclusive pep club created to help instill pride andschool spirit into the University of Tennessee and its athleticteams.

The partnership between Orange Nation and UTFCU will provideOrange Nation with additional monetary resources to reach out tostudents in coordinating the support network counted on byathletes, coaches and other University of Tennessee Volunteer fanswhen facing another season of fierce competition.

"As important as athletics are to all of us, the students areour primary reason for entering this partnership. Americans underthe age of 25 are filing bankruptcy faster than any other agegroup. We want to reach out to college students and help them gettheir financial lives on the right foot," said UTFCU CEO DebbieJones.

Going beyond just sponsoring Orange Nation as it reaches out tothe student population this year, UTFCU plans include hostingseveral upcoming special events ranging from tailgate parties toGuitar Hero and Sing Rocky Top events.

"It is up to us to communicate with students and faculty in away they are most comfortable with, so we'll continue to look atmore viral marketing to help break the ice," said Wood.

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