‘Spokesgal’ Engages Potential Members

Effort also earns CU a prestigious marketing award.

November 08, 2011
KEYWORDS social media , women
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Fort Worth (Texas) Community Credit  Union (FTWCCU)  has launched an initiative to help it connect with and empower women, increase product and service awareness, and grow membership.

The $730 million asset credit union introduced Gabby, an online “spokesgal,” February 14 as part of a campaign to engage women. FTWCCU targets women in particular because it found they:

  • Make 80% of all consumer purchases;
  • Make 80% of household decisions;
  • Take care of 75% of family finances; and
  • Handle 89% of checking accounts.

Gabby writes a blog that invites women to “get your worth on” (the campaign’s slogan) and offers financial and other advice. 

She also delivers her know-how through regular tweets (@Gabby Knows) and Facebook page updates (Gabby Knows).

Her tagline is the heading for all of her social media endeavors: “Gabby is the gal with the gift of gab and is sharing her financial savvy with women like you.”

She’s now prepping for a budgeting worksheet series and a group of holiday promotions.

“Our goal is to be top-of-mind when potential members consider switching financial institutions or members want new financial products or services,” say Brandy Scarlett, FTWCCU marketing assistant, and Kande Hein, M.B.A., accounts manager at Third Degree Advertising and Communications.

Through August 31, Gabby’s website (getyour and blog ( have had more than 11,000 unique visitors. Entries into contests and the segment-specific e-mail database have topped 3,000.

During the most recent promotion around Texas’ Tax Free Weekend, the site saw a 2,129% increase in traffic, with 78% of those users visiting the site for the first time.

The marketers responsible for the campaign include Scarlett; Hein; Rochelle Drake, the credit union’s vice president of marketing; and a talented communications team from FTWCCU.

The initiative garnered FTWCCU a Best of Show award during the Texas Credit Union League’s 2011 Mar-keting & Business Development Conference. 

LIBBY VERTZ is an intern in CUNA’s business-to-business publishing department. Contact her at 608-231-4096.

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Great article! Unfortunately, most employees don’t feel valued or appreciated by their supervisors or employers. In fact, research has shown that the predominant reason team members quit their jobs is because they don’t feel valued. This is in spite of the fact that employee recognition programs have proliferated in the workplace – over 90% of all organizations in the U.S. has some form of employee recognition activities in place. But most employee recognition programs are viewed with skepticism and cynicism – because they aren’t viewed as being genuine in their communication of appreciation. Getting the “employee of the month” award, receiving a certificate of recognition, or a “Way to go, team!” email just don’t get the job done. How do you communicate authentic appreciation? We have found people have different ways that they want to be shown appreciation, and if you don’t communicate in the language of appreciation important to them, you essentially “miss the mark”. Additionally, employees need to receive recognition more than once a year at their performance review. Otherwise, they view the praise as “going through the motions”. A third component of authentic appreciation is that the communication has to be about them personally – not the department, not their group, but something they did. Finally, they have to believe that you mean what you say. How you treat them has to match the words you use. If you are not sure how your team members want to be shown appreciation, the Motivating By Appreciation Inventory ( will identify the language of appreciation and specific actions preferred by each employee. You then can create a group profile for your team, so everyone knows how to encourage one another. Remember, employees want to know that they are valued for what they contribute to the success of the organization. And communicating authentic appreciation in the ways they desire it can make the difference between keeping your quality team members or having a negative work environment that everyone wants to leave. Paul White, Ph.D., is the co-author of The 5 Languages of Appreciation in the Workplace with Dr. Gary Chapman.

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