HERNDON, Va. -- The National Automated Clearing House Association announced a marketing program for the rest of the year that it said will raise awareness of direct deposit and payment services among corporations, financial institutions, and consumers.
"The campaign will use four strategies - national public relations, corporate promotion, research, and the development of additional collateral materials," said Peter Raskind, chairman of the association's marketing committee and senior vice president of First Bank System Inc., Minneapolis.
In the fourth quarter, the group, known as Nacha, will distribute public service announcements to television and radio stations, renewing a campaign that was credited with helping to increase automatic payroll deposits in recent years.
Steady Growth in Program
Clearing house association research showed 35% of workers were on direct deposit last year, up from 25% in 1992 and 20% in 1991.
As in the last TV-radio effort, the spokesman will be the actor Gavin McLeod.
The group, which recently completed a strategic plan that called for added support to its 40 constituent associations across the country, will complement the announcements with statement-stuffers and posters.
In an example of the public relations approach, the association issued a press release this week about July 1's being a "lost Friday." It is one of the three or four paydays during the year when weekly, alternate-week, monthly, and twice-monthly paychecks are all given out.
Easy Savings Seen
Banks report 20% to 50% increases in daily check volumes and gridlock in branches, which "could be avoided if consumers had their checks direct-deposited," said William B. Nelson, executive vice president of Nacha.
The association says companies can save $1.25 a transaction each payday by providing direct deposit.
With its marketing plan, the association set three main objectives:
* Increase direct deposits for payroll, pension, annuity, and other consumer payments such as expense reimbursements.
* Create awareness and promote the use of direct bill payments.
* Provide flexibility to the regional automated clearing house associations in coordinating local marketing programs with the national campaign.
