WOODBURY, Minn. — The latest credit union differentiation campaign is rather spiffy, hopes to conjure up new members in a jiffy and goes by the name "Wiify."

Ideal Credit Union here recently launched its "Get Wiify" campaign — an acronym for "What's in it for You." The $587 million CU says the goal is to further distinguish itself as the "ideal choice for financial services" by consumers, especially those looking for a community-oriented financial institution that "mirrors their core values of giving back and concern for the greater good."

The campaign is designed to show that credit unions offer a wide array of affordable banking products and services, but are distinct from banks in several ways, including the fact that "profits" are used to "pay back" members and are invested in local communities. The outreach campaign features colorful billboards around the east metro area of this suburb of the Twin Cities of Minneapolis and St. Paul, plus digital ads, advertising on Pandora, and a unique website, Getwiify.com.

"'Get Wiify' succinctly conveys the Ideal difference of a better way to bank," Brian Sherrick, Ideal CU's president and CEO, said in a statement. "We invite those in search of a community-minded, locally owned, member-focused financial partner to experience 'What's in it for You' at Ideal Credit Union."

Local Angle

The campaign highlights the way Ideal CU "recycles" money back into its service area. It says deposits are turned into loans to help pay for a college education, buy or remodel a new home, purchase a new vehicle, start a small business and other purposes.

"By reinvesting locally it strengthens the quality of life for all residents," the CU said. "Over 80% of all dollars (member deposits) are loaned out within a 4-mile radius of Ideal CU branches."

The campaign further stresses Ideal's community impact by noting CU employees can be found delivering meals to local seniors, packing pallets of food to feed hungry neighbors, helping with various fundraisers, collecting coats for kids and more. "Thousands of dollars are donated each year through the Ideal Community Foundation to worthy causes in an effort to strengthen the quality of life in the communities we serve," the credit union said.

Get Wiify even stresses Ideal's understanding of the importance of investing in the latest technology and product offerings in this age of mobile convenience. "This commitment keeps Ideal CU on the cutting edge," it said. "Ideal recently launched mobile check deposit, Apple Pay, an online loan app and the ability to become a member online."

Ideal CU was chartered in 1926 as Postal Credit Union. It now serves the Twin Cities metro area with office locations in Eagan, Hugo, North St. Paul, West St. Paul and Woodbury.

Subscribe Now

Authoritative analysis and perspective for every segment of the credit union industry

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.