VyStar CU Invites Jacksonville To FollowThe Money Trail

Register now

JACKSONVILLE, Fla. - (04/29/05) -- City residents and workers could beexcused for thinking over the past three days that someone workingfor VyStar CU had split open a money bag carrying coins. That'sbecause the giant credit union strategically spread $4,500 worth ofhalf-dollars and quarters near the popular Jacksonville Landingwaterfront development, each with a message attached promoting theopening of the credit union's 18th branch. "It's truly guerillamarketing tactics," said Judy Walz, head of marketing for the $2.5billion credit union, told The Credit Union Journal, of the unusualcampaign. "We were trying to get people who work downtown to payattention, so we decided to entice them with money. When people arewalking they always look down and notice money." The 50-cent pieceswere placed in strategic locations: on steps, on ledges,newsstands, on street corners; while quarters were taped to parkingmeters with messages attached giving the location and opening dateof the new teller-less branch, the first of its kind for the creditunion. Each of the coins included the message, 'we never forgetthat it's your money.' The 6,000 square-foot facility will provideloans and electronic transactions, as well as account openingservices. The three-day grand opening will culminate Friday with a$1,000 grand prize drawing.

For reprint and licensing requests for this article, click here.