FEDERAL WAY, Wash.-Giving free coffee to morning commuters at a transit center here meant a pre-dawn awakening for the staff of Woodstone Credit Union, but Regina Aldridge said the payoff was worth it.
Aldridge, marketing director for the $89-million CU, told Credit Union Journal the java giveaway was a continuation of a branding and awareness campaign that originally was triggered by Bank Transfer Day and will continue throughout 2012.
The credit union handed out cups of hot coffee from another local business striving for foot traffic, Poverty Bay Café, along with coupons designed to get consumers to visit both the restaurant and WCU. Patrons receive a free drink during a future visit to the café and a $25 incentive for joining Woodstone CU.
"It ties into all the attention around Bank Transfer Day and the Occupy movement," Aldridge said. "The transit center is just one block from our headquarters and we felt it was a good place to start what we are calling the 'Woodstone Movement.' The idea is to let people know we are close, we are convenient, we are creative and most of all, we are not a bank."
Woodstone CU last month became the first to advertise in the Federal Way Transit Center through an advertising opportunity with Clear Channel called "Station Domination." The transit center advertising, which was installed Dec. 19, is highlighted by images of commuters.
Aldridge arose at 3:30 a.m. on Jan. 10, and said the event "went even better than we had anticipated." Woodstone was represented by nine employees, along with the owner of Poverty Bay Café and two representatives from the transit center.
"It started as a fun little event but it turned into a bigger event," she said. "It is a huge transit area and the turnout was great."
The credit union has a videographer who has shot footage at several previous events and who recorded interviews with Woodstone's staff both individually and interacting with commuters.
One Location
Throughout the year ahead, Aldridge said, the goal will be to increase awareness of the CU, which has just one location. "We are the only financial institution headquartered in Federal Way, but there are six or seven banks and or credit unions within a three-block radius. Residents here are bombarded with choices, so the challenge is to stand out. We are always looking for opportunities to reach people who live or work here in Federal Way."
The coffee event began at 5 a.m. and ran until 7 a.m. Aldridge estimates CU reps met with 1,200 people in the two-hour time span, handing out green WCU reusable shopping bags, which she noted soon may be a necessity because nearby Seattle is moving toward outlawing plastic shopping bags.
"We really were just going out there trying to connect with people," she said. "Everything is a sales opportunity, but when we go to community events we have a goal of communicating to people who we are and where we are located. Our focus group research a few months back showed people didn't know our brand or where we were located. We are going to continue to work the community throughout the year and we expect to see our new member numbers rise as a result."
