MIAMI-South Florida Educational FCU doesn't really get down to heavy marketing until the summer draws to a close.

Serving only educators, students and their families, much of what the $850-million CU does is grassroots marketing, said Stephen Webb, VP of communications and PR. "We sponsor the school districts' back-to-school meetings as well as their new teacher orientations. We make presentations, set up and man tables, and get in their face."

Meantime, South Florida Educational FCU expects to promote its credit card heavily for vacations and overseas travel.

"We emphasize the low rate, no annual fee and our lower VISA international service fee," said Webb. "We also educate our members about blocked countries, what to do about fraud, and how to contact us while they are abroad or on vacation here. We also seriously promote our free new car buying service to anyone who'll listen."

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