Non-Geeks Urged To Visit Branch

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Purdue Employees FCU said it boosted requests for information in its electronic services by more than 50%, thanks to a promotion themed, "You Don't Have To Be A Geek Week."

The goal was to raise awareness of the credit union's new high-tech branch in which three employees are able to service five exterior drive-up lanes and three remote teller stations inside the branch by using video links.

"Making fun of the high-tech image helped lower the fear factor and encouraged people to give our high-tech equipment a try and find out how easy it is to use," said Marketing Manager Kristy Robb.

According to PEFCU, the Geek Week promo also doubled lobby traffic, increased drive-through volume by nearly 100 transactions, and generated more VISA sign-ups, IRA deposits and share certificates.

The promotion used several media, including: Senior Citizens Day, in which 600 direct mail pieces were sent to senior citizens in surrounding zip codes; Teachers Day, in which 350 direct mail pieces were sent to area teachers, along with postings in teachers lounges; Health Care Professional Day with postings in area health care offices; More than 10,000 general direct mail pieces sent to surrounding zip codes; Page-dominant newspaper ads the week before and during the promotion, and a visit by a fifth-grade class that also garnered newspaper and TV coverage.

The new branch also includes an electronics vestibule that offers a phone center and an on-line unit, and an ATM. Members can perform almost any function in the vestibule, including printing statements and writing checks, using finger-image identification.

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