Marketing

CU Gives Members a ‘World of More’

New marketing campaign features microsite with videos and Instagram feed.

January 23, 2014
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Grow Financial Federal Credit Union in Tampa, Fla., recently unveiled a new, multi-year marketing campaign called “The World of More.”

The campaign features a new spokesman, “Joe Grow,” and a new microsite. Along with product information, the site includes fun videos, a live Instagram feed, and member testimonials.

“World of More” focuses on the $1.9 billion asset credit union’s member service and how members receive “more” from the credit union than from other financial services providers.

“When it comes to our members, we are all about providing more in return,” says Brian Holloway, assistant vice president of marketing. “We stand behind that promise by providing each and every member with the best experience they can have each and every time."

Visitors to the microsite have the opportunity to enter what they would like more of—more caffeine, relaxation, family time, and so on, Holloway says.

Grow Financial will make such moments happen on a weekly basis by giving members more of what they want.

The first “more moment” took place in early December with a member who wanted more concert tickets:

Learn more here.

More Great Ideas!

Mark Arnold
January 27, 2014 7:14 pm
What a great marketing idea! One thing that makes this campaign so successful: its simplistic nature. The most successful marketing campaigns convey one main idea (as this one about "more" does). What do marketers need more of? More simple campaigns like this one!


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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 (www.appreciationatwork.com/assess) 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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