Goldenwest Credit Union has literally taken the credit uniondifference message directly to locals.

When Barnes Banking Co., which had a branch in South Ogden,Utah, closed its doors for good on Jan. 16 after being in businessfor 119 years, Goldenwest Credit Union launched a creative, directcampaign that specifically targeted the bank's customers.

“This bank has been a huge part of the community. Its closingreally hit everyone hard and there was this sense of loss, that apartner of theirs was gone,” said Goldenwest CU Marketing DirectorDiana Windley. “We wanted to let people know that we are here as alocal option to help during this difficult transition. They don'thave to go to a big regional or national bank, they can be a memberand not only have that sense of community and personalized servicebut also better rates, better terms and fewer fees. I think ourmessage provided the bank customers a sense of relief.”

“All the direction has come from our president and executiveteam,” said Goldenwest CU Sales Manager Ben Joe Markland. “Theycalled us Friday night and asked if we could work on Saturdaymorning, and we had a plan ready to go in a few hours.”

Those plans, which focused on the message that there is still alocal option ready to help, included creating Barnes Bank customerspecials of $75 and $100, respectively, for new personal checkingand business accounts opened; offering a five-year in-housemortgage special rate of 4.99% and seven-year in-house mortgagerate of 5.74%; opening branches on Martin Luther King Day; leasingoffice space across the street from Barnes Bank to open accounts;handing out flyers in the Barnes Bank parking lot; and having ateam of staffers go door-to-door talking to locals.

In addition to immediately posting a message on every electronicboard in front of its branches and buying ads in three major Utahnewspapers, Markland also tapped the power of Twitter by tweetingabout the bank closing and alerting followers how Goldenwest CUcould help. Internally, a press release detailing the bank closureand the $715 million credit union's message emphasizing financialstrength and commitment to help bank customers ensured that everyemployee was aware and ready to deliver the reassurance localsneeded.

“I think we redefined the term 'turn on dime' as far as actingon our plans and getting the message out,” said Windley. “There wasno waiting until after the three-day holiday weekend and everyonein the entire credit union wanted to be involved from our ITdirector who was on vacation quickly posting the specials on ourhome page to staffers opting to work during the Martin Luther Kingholiday, when we were originally supposed to be closed. We've got agreat team that really answered a call to serve.”

Markland added that because he already had a presence onTwitter, talking about more than just Goldenwest CU products andservices helped with credibility when he delivered the news aboutBarnes.

“I've been on Twitter for over a year, and I already hadrelationships with people,” said Markland. “Our first account wasopened in the first hour from someone who tweeted me, 'My dad hasan account at Barnes Bank. Can you help him? Here is his phonenumber.' I called him, he came in and opened a substantial account.Even going door-to-door, you could feel the appreciation for whatwe were doing. We even met with the mayor of the city who said,'Wow, thank you for coming out.' People were so warm and welcomingbecause they were confused about what to do next, and we were ableto help them have a good understanding of what happened.”

Windley added that the biggest mistake in social media is onlyreaching out to talk about the credit union's specials or products.She said it is important to keep social media conversationsinteresting and relevant to what is going on locally in thecommunity.

The aggressive approach is paying off as former Barnes Bankcustomers have been flocking to Goldenwest CU's Kaysville branch.The credit union opened over 500 new checking and savings accountsin just four days, setting a new record for most accounts opened ata single branch.

“We waited for the right opportunity to use it. We didn't wantto do it just to say we are out there on social media. We werelooking to be relevant and an opportunity presented itself,” saidWindley. “Our goal is to keep the grassroots movement going.Someone came in and said they heard about our credit union from myStarbucks guy. We love to hear that. We have a 30-day window ofopportunity so we're doing what we can to keep it going.”

To that end the, credit union has launched Operation GoldenWave,where more than three dozen Goldenwest CU staffers hit the groundknocking on doors canvassing neighborhoods and local businesses andspreading the good word.

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