PHILADELPHIA-A joint branch operation pairing two CUs here has successfully filled a hole in each institution's coverage area and slowly increased traffic since opening this summer.

Located in the Rhawnhurst section of Northeast Philadelphia, the branch is shared by Eagle One and SERVCO FCUs, and opened earlier this year.

"It was in a dead spot where we didn't really have coverage for either one of those credit unions where folks could get to us when they were running around the city," explained Eagle One Marketing Director Jim Maloney.

The branch is still only open for limited hours four days per week, and only two of the three teller windows are in use. Maloney said that both CUs are still waiting to see if demand picks up before expanding hours.

Eagle One is significantly larger than SERVCO, but Maloney said that more SERVCO members are visiting the branch than Eagle One members, by about a 20% margin. Eagle One has other offices in Northeast Philadelphia. "It hasn't been a landslide to use this branch, it's been more of a trickle or a stone rolling down a hill," said Maloney.

Branch activity is a mix of cash transactions, as well as loan applications and fundings, and Maloney said both credit unions have promotions planned for 2013 to increase lending activity. Eagle One plans to focus on auto lending, while SERVCO will emphasize seasonal loan promotions.

"Maybe we should have been a bit further ahead in promoting it (prior to opening the branch)," said Maloney. "Maybe that would've given us more traffic. I think we were concerned because we didn't want a landslide right of the bat. Maybe if we'd done a bit more promotion in front of the thing we'd have more traffic than we have now."

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