TAMPA, Fla. — GTE Federal Credit Union hopes to make the most of branch traffic with its latest Get In and Win membership promotion.
"We wanted to give the branch staff an opportunity to dialogue with people who come into the branch. We know the best way to determine members' needs and cross sell is to talk one-on-one with members so we just needed to get them into a branch," said GTE FCU Senior Vice President of Marketing Traci Germain. "We've got a pretty big branch network so we're giving area residents lots of reasons to come in and talk to our branch staffers."
GTE FCU turned to Seattle-based Weber Marketing Group to create a campaign that would not only drive branch traffic, heightening the perception of convenience, but also draw in new members while helping to deepen existing member relationships.
The result–an invitation to local consumers to stop by a branch to enter the Get In and Win sweepstakes. Hundreds of prizes will be given away, including mp3 players, iPhones, GPS systems, Target store and restaurant gift cards and Don CeSar Hotel gift certificates. Branch visitors can also enter to win a grand prize of a Party to Go for the winner and five friends, with six travel vouchers worth up to $750 each and $5,000 in spending cash.
"We really wanted to ratchet up new memberships so we left the sweepstakes open to everyone to remove any barriers to them coming in," said Germain. "We also skewed this campaign to appeal to the younger female market since research finds that they are the ones who make a lot of the financial decisions on where to conduct their banking."
GTE FCU is spreading the Get In and Win message through radio spots, newspaper advertising and billboards; on its Web site (www.gtefcu.org) and online account access channel; online advertising; direct mail letters to over 265,000 households in Florida; displays and video posters in its 34 Florida branches; and via Get In and Win partner companies.
"We basically have done everything but television because we wanted to maximize our budget," said Germain. "Over the past year-and-a-half we've focused on our brand and visual identity so this is the first big campaign that incorporates those brand elements of approachability and energy while maintaining a secure financial institution image."
A Get In and Win member referral program also provides incentives to existing members, ambassadors of the credit union's select employee groups and GTE FCU staffers.
With a goal of adding 5,000 new members, the promotion is slated to run through July 25, 2008.
Germain said in a bid to drive even more traffic into the branches, the credit union is toying with the idea of following up with direct mail door hangers and trial postcards or tweaking the messaging focus.
–mdigiovanni@cutimes.com
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