SEATTLE-School Employees Credit Union of Washington is a hit on Facebook as it pursues a multi-channel strategy for engaging young people.
The original goal for the Facebook campaign that started last year was 970 fans, or 1.2% of its total membership. The $949 million SECUWA, however, blew away that milestone with 4,397 fans-- more than 5% of membership.
Christa Peck, field marketing operations coordinator, said the CU seeks to have an active presence on Facebook. "We want to meet members on many different channels," explained Peck, who was also named "Rookie of the Year" by CUES.
"On Facebook we try to engage with members to offer smart money strategies, promotions and product announcements, when they come out, as well as giveback opportunities usually in the form of contests."
The CU also has a number of people in the field making connections, Peck continued. She said when field staffers are attending events SECUWA posts announcements as to where they will be.
"This is part of our multi-channel strategy-we post on Facebook where a rep will be and tell members if they find the rep and say a phrase, they will win a prize. We want to encourage people to come to the Facebook page regularly, and to develop relationships with our reps in the field. If they visit a booth at a conference they can get an extra giveaway."
According to Sherry Lotze, VP of marketing and training, other social media sites are part of SECUWA's passive presence to determine if people are talking about the credit union.
"We use Twitter as a listening tool," Lotze said. "We are not actively making tweets, but we tweet when necessary."
Added Peck: "We do not exclude the older membership, but initiatives on Facebook tend to be geared toward younger members. We want people to engage with us on the platform where they are most comfortable, and the younger members tend to like Facebook."
Video Tutorials
SECUWA's digital initiatives involve videos. Peck said the CU has produced a number of training videos, plus it puts out tutorials on products and services that are new. The videos are embedded on the CU's website, and it is working on the way to best put them on Facebook.
"We are still working out the process," she said. "Perhaps in 2014 we will start looking at doing more things digitally, but for now members are very appreciative of the tutorials. We offer feedback opportunities and ask them what other videos they would like, so we keep them engaged and know what they want to see next."
A member video contest is "in the works," Peck added.
Reaching Out
Though membership in the credit union is open to employees of all public and private elementary, secondary, vocational-technical, and postsecondary schools in the Evergreen State, plus other criteria including teaching students and retirees, people are not automatically members of SECUWA. Because of this need to generate active applications, Lotze noted, the credit union's field reps work in a business development position.
"They build relationships with districts at all levels," she said. "They attend new hire orientation when the district allows us to, as well as staff meetings and in-services. Most new hires join the credit union."
In addition to field reps, Peck said the CU spends "a lot of time and energy" on its online presence. She said one method is continually updating the website format to be more familiar with the younger demographic.
"We make sure we have many products and promotions that cater to their stage in life, including car loans, mortgages and savings accounts that meet there where they are in their current needs. We follow up with social media, e-mail and over smart phones to make sure we are communicating in the style in which they are most comfortable and familiar with."
