‘Spokesgal’ Engages Potential Members
Effort also earns CU a prestigious marketing award.
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 worthon.com) and blog (getyourworthon.blogspot.com) 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.