EL SEGUNDO, Calif.-Xceed Financial Credit Union continues to grow its select employer groups using a super hero and a slogan.
"Numbers Guy" brings brand awareness, but according to Kathryn Davis, SVP of marketing and HR, the credit union's "SeekMore" campaign is what's really paying off.
"SeekMore is an umbrella campaign for all of our marketing materials," Davis said, adding the idea behind it is, "you should get more out of your financial institution."
"We use it in all of our marketing," she continued. "We tell consumers they should be seeking more from their financial institution, and we tell HR professionals they should be seeking more for their employees. We tried to partner with the emotion of people wanting more with how they achieve it."
Two key goals have been to align with the organization's brand tagline "at work for you," and to make a lasting impression on the target businesses and their employees.
To strengthen SEG relationships, the SeekMore programs were created, and business development associates introduced the SeekMore program to SEGs through a number of eye-catching tactics, including giveaways, on-site membership events, viral videos and personal appearances by Numbers Guy.
"Insurance companies may have talking lizards and ducks, but Xceed has its very own superhero!" Davis quipped. "We have two actors who dress up in red tights and show up at a company's workplace. They do a lot to bring awareness to our credit union."
Several internal sales campaigns were implemented to keep the buzz going AT the CU as well as at SEGs. Some campaigns are geared toward BD officers, while others include the associates at the financial centers, but all are designed to encourage the staff to seek new members and showcase Xceed's products and services.
Davis said the renewed emphasis has resulted in a 13.1% increase in shares, a 7.3% increase in loans, and a 6% increase in members. "Overall, our SEG relationships and engagement are on the rise," she said. "We are frequently invited to participate in new-hire orientations, appreciation days, and have now had an opportunity to present seminars and other educational content to the employees of these SEGs."
Xceed Financial currently serves approximately 250 SEGs, including large companies such as Xerox and Office Max. Xerox recently bought a company named ACS that has 80,000 employees, "So we obviously want to do a bang-up job of educating their employees and getting them signed up," Davis said.
Leveraging Special Events
Xceed leverages special events large and small, as well as giveaways, to build its name with employers and potential members. One example is Take Your Child to Work Day in April, which Davis said is "another opportunity to build awareness and help our employers build awareness."
"We are big on fortune cookies. The messages are about financial awareness and financial health. Some have golden tickets where people can win $10. We aren't giving away millions of dollars, but everybody likes to win a prize. For International Credit Union Day we had some golden tickets worth $20."
Later this year Xceed will launch a savings challenge fashioned after the "Biggest Loser" television program, plus a contest with financial education. Davis said the next expansion of services involves XFCU becoming a 401(k) provider. "Not for Xerox, but for some of our smaller employer groups."