TAMPA, Fla.-Mobile may be getting a lot of the attention, but GTE Financial believes the investment in redesigning its website was not just necessary, it's paying dividends.
"In today's digital world, the importance of a website cannot be emphasized enough. One glance can determine whether or not someone wants to do business with you," said GTE Financial's Vice President of Marketing and Promotion, Mandy Zurbrick. "It is not enough to just be pretty; a website should be lead-gathering and business-generating. It is your brand, realized."
GTE Financial's brand has been not only realized, but celebrated. The 180,000-member, $1.5-billion credit union was awarded Best Website 2013 in the $750-million-plus asset class in a competition staged by NAFCU. Judged on functionality, design, content, originality and effectiveness, the website went live in August 2012 in conjunction with GTE Financial's new brand. The credit union was previously known as GTE Federal Credit Union.
"The website has a vibrant and modern, inviting feel that we wanted to fully translate to the new site design. It features images of people, incorporates vivid colors, uses a subtle sans serif font that has a softer feel and focuses more on visuals rather than relying on heavy text," said Zurbrick. "We use images of real GTE members. There is even a section on the site that is dedicated to member testimonials and where members can upload their photos to be used in marketing."
Time for a Change
Zurbrick explained that prior website, launched in 2009, was limited and static.
"It only had a one-page template, reporting was minimal, the navigation was unchangeable, the search function was hit or miss and the content management system (CMS) had narrow functionality. We went from two people managing the site to everyone on the team being able to log in and make changes when needed."
In order to achieve the success of the rebranded website, GTE Financial turned to Bridgeline Digital's iAPPS platform, which integrates web content management, e-commerce, e-marketing and web analytics and other functionality.
"Credit unions are trying to be more competitive in the market today by serving their current members better while at the same time attracting new members," said Kimberly Brown, director of corporate communications with Massachusetts-based Bridgeline Digital. "Part of achieving that goal is having an engaging, relevant website that members can use to easily access important information on their accounts, current rates and special offers."
Maximizing Website Capabilities
GTE Financial's discovery process began in the second quarter of 2012 and required participation from various internal departments and the migration of more than 800 pages of content.
"Our information technology team was an integral part of the initial evaluation and helped with security, integration with online banking and taking it live," said Zurbrick.
When it came to training, team members were required to learn the new CMS platform.
"There was a brief learning curve, but it helps that the system is quite intuitive and Bridgeline was there to support us through the process," Zurbrick commented.
The updated website includes an event calendar, a downloadable forms section, an intuitive "Contact Us" page, and how-to videos of different products and services.
For optimal functionality, the content is segmented and based on the member's purpose for visiting the site: For Members, Future Members, Home Loans, Auto Loans, Personal, Business, Rates, Contact Us and About.
Easy To Navigate
"Visitors can easily locate what they are looking for. Products and services are grouped and cross-referenced according to related interests and offerings, making the self-education and discovery process compelling," said Zurbrick.
As part of the credit union's overall digital campaign, Brown explained that a mobile version of the website has been developed to ensure brand consistency across all channels.
"It is crucial that the content is on point at all times and that marketing teams at credit unions are empowered to swap out content, analyze visitor behavior and initiate marketing campaigns to their members," Brown said.
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