It's not just Gen Y that likes to engage online, so VerityCredit Union has issued a call to all moms.

The credit union has expanded its outreach efforts and unveiledVerityMom, a platform created by British Columbia-based marketingagency Currency Marketing to help Verity CU connect and learn fromSeattle-area mothers.

Verity CU Marketing Manager Terrell Meek added that themicrosite, veritymom.com, will also serve as a fun, educationalresource that will help mothers navigate their busy lives.

“Reaching out to moms has been something we've been researchingand wanting to incorporate into our overall outreach strategy for alittle over a year,” said Meek. “We saw how effective Young &Free has been with Gen Y, so why wouldn't this approach work withmoms who are so active online? They're on Twitter, Facebook. Theyhave blogs, participate in online communities, so we see this as aunique and exciting way to communicate.”

To generate interest, the credit union has teamed up withCurrency Marketing and launched an online search for one creative,funny, talented part-time VerityMom blogger and spokesperson. TheVerityMom spokesperson responsibilities will range from speaking atand attending various local events to keeping the veritymom.com Website fresh and relevant with a mix of videos and blogs.

“When you think it is an interesting challenge,” said Meek.“That we are giving away a job in this economy is a big deal. Andeven working moms could squeeze in 20 hours a week to do somethingthat I think is so fun and creative.”

Mothers vying for the gig have until Sept. 13 to fill out anonline application and upload a video and blog post explaining whythey should be picked on veritymom.com. Site visitors will thenvote for the finalists and ultimately select the winner who willnot only receive a part-time blogging contract worth $20,000 a yearbut also a new Apple MacBook Pro laptop computer and Flip Mino HDVideo Camera to do the job.

With an eye on building a true community resource for area moms,the spokesperson will also be reviewing local businesses oneverything from how mom and kid friendly they are to how theirproducts and services measure up. Meek said the move is a win foreveryone. It further reinforces the credit union's image of being areal community partner, shines a light on small local businesseswhile also providing valuable, instant feedback from their targetmarket.

“We want this to be a place where moms meet, talk, share tipsand advice, while giving us an opportunity to learn more about themand what they want, expect or need,” Meek said. “Our intention isfor this to be authentic and genuine, so the mom selected will havefinal say and creative control over the whole VerityMom site. Wedon't plan to micromanage it.”

According to Currency Marketing President/Creative Director TimMcAlpine, the approach helps the credit union become more relevantthrough dialogue, and it can help raise Verity CU's profile onmoms' consideration lists for possible financial institutions.

“Our purpose is to help credit unions deepen their relationshipswith members and to persuade bank customers to become credit unionmembers. We feel that the 'Mommy Blogger Challenge' has thepotential to attract thousands of new members to the credit unionmovement,” said McAlpine.

To further help bump the credit union to the top of moms' minds,Verity CU has also launched a Cartwheel Checking product thatoffers 3.05% APY on balances up to $10,000. To qualify, membersmust register to receive electronic statements, make 12point-of-sale transactions a month with their Verity debit card,and access their Home Banking profile at least once a month.

“We're really excited,” said Meek. “Moms make most of thespending decisions in a family and they hold the most influenceover where their children will eventually do their banking. We arelooking at this as a multigenerational strategy.”

To generate buzz, the credit union has spread the word via a mixof social media via online channels like YouTube, Twitter andFacebook, and more traditional avenues such as branch posters,floor decals, print ads and promotional giveaways.

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