Charlotte, N.C., may be big banker territory but Vice PresidentMarketing/Business Development Deb McLean has managed to helpCarolina Postal Credit Union carve its own niche with a mix ofinnovation and a bit of irreverence.

"To me, it's just one more way to set us apart in themarketplace; bankers are far too uptight to have any fun with theirown brand," said McLean. "At the end of the day we make sure we'remeeting our members' needs."

When it comes to offering new services or products, the 20-yearcredit union marketing veteran focuses on convenience, educationand deepening relations with its U.S. Postal Service members. Apriority payday checking that allows U.S. Postal-employee memberswho have direct deposit and a checking account access to theirpayday on Wednesday instead of Friday helped increase CP CU'schecking account portfolio by 13% and increased overall membershipby 2.29%.

"By force-posting the U.S. Postal Service employees' payroll twodays early from the ACH warehouse we were able to make our members'lives easier since Friday is usually the busiest and most stressfulday of the week for U.S.P.S. letter carriers," said McLean. "In thefirst month we doubled the number of new checking accounts openedand increased core deposits $1.2 million."

Always ready to have some fun while generating buzz, McLean drewnational media attention last year to CP CU with the "I Love MyHoopty" viral campaign. Listening to loan officers and researchingthe membership base, particularly rural U.S.P.S. letter carriers,McLean learned that since they are not assigned an officialgovernmental jeep to drive their routes, they often purchase anextremely used and beat up car dubbed a Hoopty for their route.

"Members would come in asking if we did Hoopty loans and wethought why not?" said McLean. "The Hoopty is something that atsome point everyone has needed whether for a second job, a ruralroute or a teenager's first car."

Realizing that everyone had their own Hoopty story, McLeandeveloped a campaign incorporating postcards, banners, flyers andan interactive blog devoted to the love of a good Hoopty. Memberswere invited to post their Hoopty stories and photos to theblog.

There was also a contest in search of everything from theugliest color Hoopty to best utilization of duct tape on a Hoopty,and winners were provided a CP CU emergency care kit containingjumper cables, fix-a-flat, flares and a roll of duct tape. Allsubmissions were also given an I Love My Hoopty bumper sticker,which turned out to be a popular stocking stuffer gift for theholidays among members. The site also featured a Hoopty rap and aYouTube video entitled "Ragged Ride Blues."

McLean said the campaign costs turned out to be "extremelyinexpensive" since the blog-spot was free and she served as thesite's administrator.

"It was more of an investment of time and creativity," saidMcLean. "This whole campaign was not about providing 'bad' loans oreven title car loans but really another way to open up a dialoguewith our members about what their needs are and how Carolina Postalcan meet those needs. That we had a lot of fun and got a lot ofattention is just icing on the cake."

It also boosted the bottom line. Secured and installment loansincreased by 49% for a direct return on investment of 325% duringthe campaign period. McLean also points to the Hoopty campaignduring new hire U.S.P.S. orientations as an example of thedifference between credit unions and banks.

"We can pretty much guarantee that Bank of America will neverhave an I Love my Hoopty campaign, and that is proof that by justproviding what members really need and want can open doors and helpdeepen relationships," said McLean. "Let's say they were buying theHoopty for a teen's first car, we ask if their teen also needs achecking account and debit card. Do we need to set the parent upwith a financial adviser about college costs or a home equity loanto pay college tuition? The conversations just grow fromthere."

The campaign even gained international recognition. It wasfeatured in the United Kingdom-based financial and professionalmarket trend analysis and forecasting firm VRL KnowledgeBank's bestpractices report on successful social media.

For McLean, effective credit union marketing boils down to a mixof solid research, innovation, results and finding creative, funways to better connect with members-from there she says anything ispossible.
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