Marketing

Credit unions in California and Oregon enjoyed a surge of new members on Bank Transfer Day, as well as on the days leading up to Nov. 5. To encourage new member signings, some CUs kept branches open during extended hours while others marketed Bank Transfer Day promotions.

Brett Martinez understands that the real, meaningful work starts after a new member joins a credit union.

Theres a special kind of member weve heard a lot about recently. Theyre the types who come in for a car loan or a credit card or, more recently, move their money from a big bank to a credit union. And after that initial transaction, they go quiet.

If the marketing call to action for 2011 has been loans, then looking at common challenges through a new lens will be equally important in 2012.

Having failed at retirement, John Landis figured he might as well engage again in what he calls the intellectual challenge of creating, selling and supporting a new core processing system for credit unions.

The $1.7 billion NEFCU in Westbury, N.Y., said it opened a total of 932 accounts last week, nearly two and half times the normal pace.