Creating a Credit Union Switch Kit

In recent months, frustration toward our nation’s big-name banks has become more prevalent – and more pronounced – than ever before. In fact, many big bank customers have become so disillusioned by their financial institution’s high rates and fees that they’re ready to take the plunge and find a new financial partner entirely. Don’t miss out on these new membership opportunities! Set yourself up for successful growth with a credit union switch kit.

A credit union switch kit is a brochure or folder containing forms that help potential new members make the transition to your financial institution. As you begin planning a switch kit for your credit union, refer to the checklist below for important things to include:

 • “Authorization to close account” form. This form is for potential members to send to their current financial institution instructing them to close their checking or savings account and mail the balance to your credit union. (Be sure to include your credit union’s address so the current financial institution knows where to send the money.)

 • “Authorization to switch direct deposit” form. If any potential new members want to utilize direct deposit, they can simply complete the “authorization to switch direct deposit” form and give it to their employer. To maximize convenience for your potential new members, include your credit union’s routing/transit number directly on the form so the new members won’t have to look it up.

• “Automatic payments transfer” form. The purpose of this form is to help members notify companies with which they’ll need to update their automatic payment or transfer information. It’s a good idea to include a checklist somewhere in your credit union switch kit that details the companies or types of payments your new members may need to update (such as mortgage/rent, insurance, utilities, etc.).

• “Request more information” form. When creating your credit union switch kit, don’t lose sight of the fact that switch kits not only make it easy for members to switch financial institutions – but also give you a prime opportunity to market your products and services. Consider including a mail-back reply form on which new members can indicate which specific products or services your credit union offers that they may be interested in learning more about.

• “What to expect after account opening” information. Most people don’t switch financial institutions very often, so it’s likely your new members may have questions about what they should expect after completing your credit union switch kit. Be proactive by providing information about when new members can expect to receive their checks, debit cards, etc.

Now that you know what to include in your credit union switch kit, here are a few important things to keep in mind:

• Provide ample room for members to write in their information.

• Avoid a glossy finish on your credit union switch kit as it may lead to ink smudges. Stick with a matte finish instead.

 • If you choose to go with a brochure format, consider using perforations so new members can easily tear off the individual forms.

 • Along with a paper copy of your switch kit, you may also want to provide an online version that members can easily access via your website.

So there you have it – everything you need to know to create an effective, informative, no-hassle credit union switch kit. Get started on yours today!

About image.works Since 1995, image.works’ innovative marketing materials have been helping financial institutions and healthcare organizations across the country build their brand and enhance their success. With products ranging from newsletters and annual reports to direct mail pieces, brochures and more, image.works consistently produces big-time results while providing all the personal attention of a small company. Experience the image.works difference today by calling 800.777.1663 or exploring www.imageworksdirect.com.

Why Do We Need Credit Union Brochures?

Credit union brochures are a simple but effective way to showcase your credit union’s products and services to your members. Sure, you can describe them in-person or online, but nothing beats a well-designed and information-packed brochure. They are quick, easy and affordable, plus your members will appreciate having your products and services at the tips of their fingers. Instead of limiting your brand to the walls of your credit union, give your future members something they can take home with them – a tangible resource they can reference in the future!

Simple and straightforward, credit union brochures are a guaranteed way of reinforcing your brand image and staying relevant in the minds of your members. Depending on your credit union’s needs and goals, they can cover a variety of topics from online banking to membership and new accounts to auto loans—the options are limitless!

Let’s take the topic, membership and new accounts, for example. Brochures are the perfect method of reigning in new members because they offer ample space. In comparison to, say, postcards, brochures give you the room you need to sway members with the advantages of joining your credit union. Delve into the perks, but avoid rambling on with large chunks of text, which may only intimidate your audience. Instead, try listing them out in bullet point form—a much cleaner approach!

In addition to covering a lot of ground, credit union brochures are completely customizable! Depending on the amount of information you would like to convey, they can be 2-panel, 3-panel, even 6-panel! Plus, if you feel like straying from the simple, you can jazz them up with glossy paper or die-cut designs. With a variety of sizes and styles, credit union brochures are a tried and true approach to spreading the word about your credit union.

 In the end, the key to a successful brand-building brochure is balance. Incorporate a combination of images and text, but shy away from being too information heavy! Wow your members with an eye-catching design on the front panel, and save your content for the inside panels. Provide enough facts for them to react, but don’t bore them with every single detail. Remember, your ultimate goal is to compel your members to seek out your credit union, so don’t forget to include a call-to-action, whether it is a phone number, web address, or directions at the bottom.

About image.works 

Since 1995, image.works’ innovative marketing materials have been helping financial institutions and healthcare organizations across the country build their brand and enhance their success. With products ranging from newsletters and annual reports to direct mail pieces, brochures and more, image.works consistently produces big-time results while providing all the personal attention of a small company. Experience the image.works difference today by calling 800.777.1663 or exploring www.imageworksdirect.com.

Common Mistakes Made in Credit Union Newsletters

A credit union newsletter is an important part of your marketing strategy. But are you getting the most out of yours? Watch out for these common mistakes that can derail your credit union marketing goals.

Focusing on the Sell While your bottom line is important, members don’t want to feel like they are constantly being “sold” products and services – especially when they pick up your credit union newsletter. People expect publications such as newsletters to inform, educate, advise and offer something of value. Engage and inspire your audience with topics that are relevant to them – home improvement tips, scams to watch out for, how to save money, financial news – then pair these articles with promotions for services you offer to have even more credit union marketing success.

Straying from Your Brand Don’t think of your credit union newsletter as separate from your other marketing pieces. Stick with your brand throughout. While you may be focusing the content of your articles on financial news and tips, rather than outright “selling” your services, the overall look and feel of your credit union newsletter should still reflect your brand. Remember, your brand is not just the colors or design you use, but also the promises you make and the mission statement you follow. Show how you are living up to those promises and the steps you are taking to further your mission in the articles featured in your credit union newsletter.

Missing the Connection As a credit union marketer, you know how important it is to reach your members in a way they can understand. Avoid using technical terms and financial “lingo” in your credit union newsletter so members don’t feel confused and alienated. Explain financial terms and what they mean to members’ finances. Use language that someone without a background in finances would be able to understand.

Forgetting About Compliance Even though your credit union newsletter isn’t just focused on promoting products and services, you still need to meet compliance standards when you do mention an offer, just as you would for a traditional ad. In addition, remember that when you publish your newsletter online it becomes open to public viewing – and therefore is no longer “for members only.” Once a newsletter becomes available to the public, new regulations may apply, so check with your compliance team.
Produce your newsletter on a consistent basis, avoid these common mistakes and see what a difference a good credit union newsletter can make for your marketing goals.

About image.works

Since 1995, image.works’ innovative marketing materials have been helping financial institutions and healthcare organizations across the country build their brand and enhance their success. With products ranging from newsletters and annual reports to direct mail pieces, brochures and more, image.works consistently produces big-time results while providing all the personal attention of a small company. Experience the image.works difference today by calling 800.777.1663 or exploring www.imageworksdirect.com.

What to Include in Your Credit Union Annual Report

If you’ve ever created a credit union annual report, you know it entails an ample amount of time, money and stress. So why not put all your effort to extra beneficial use and treat your annual report as a practical credit union marketing tool, drawing something back to your credit union in return?

Customarily, credit union annual reports include such content as financial details, balance sheets and chairperson’s reports. But if you view your annual report as a part of your credit union’s overall marketing plan, you’ll find ways that your content can be presented in a more useful and enlightening manner and elements can be included that can enhance the marketing impact of your credit union annual report. After all, whoever reads your report will consider it a representation of your credit union and will likely form opinions about your financial institution based on what is conveyed in your report.

Boost the marketing power of your credit union annual report with any of the following elements:

• Specific statements of your goals or vision. An expression of your credit union’s vision should be clearly stated and woven into various articles and letters in your report. Keep your statements positive and easy to understand so people get a clear picture of your passion and vision.

• Summaries of your credit union’s successes and achievements. Your credit union annual report should include not only who you are, but also what you have done over the past year. Presenting what you’ve done and how your credit union has achieved its goals portrays your credit union as an ambitious, go-getting organization that successfully puts its plans into action. Additionally, if people see their money and support being used in beneficial ways, they will be more likely to continue doing so in the future.

• Overview of community involvement, charitable giving and support. People respect and appreciate when any organization gives back to the community in which they live, work and raise their families. So if your credit union or employees donated money, time or services to the community, be sure to explain it in your annual report. Your generosity won’t go unnoticed!

• Case studies or member testimonials. Case studies and testimonials that exhibit positive results of your credit union’s service are helpful in demonstrating the outcomes of your efforts, and they also show the warmer side of your financial institution.

• Future plans. Including an announcement of your credit union’s future plans shows you’re a forward-looking financial institution with a vision toward future success. These initiates could be included in the president’s or chairperson’s report.

• Names of board and committee members, donors, sponsors, supporters, helpers, etc. These people deserve to be recognized in your credit union annual report. Listing their names – or better yet, thanking them – shows that you value every one of them and the contributions they made.

• Photos. People love putting faces to names so try to include pictures whenever possible. Make sure the photos you plan to use are of high quality, or hire a professional photographer to take new ones.

• Contact information. Help people get in touch with your credit union by including all of your contact information such as address, phone number, fax number, website and email address. These details can be presented on the back cover of your report.

Clearly, marketing for credit unions through informative, inspiring annual reports is a no-brainer. With a few additions and adjustments, your credit union annual report can become more than a mere financial summary, transforming into a useful tool that acts as a supplement to your existing marketing materials, tells a narrative about your credit union and its vision, and proves to readers that you deserve their trust and support.

About image.works

Since 1995, image.works’ innovative marketing materials have been helping financial institutions and healthcare organizations across the country build their brand and enhance their success. With products ranging from newsletters and annual reports to direct mail pieces, brochures and more, image.works consistently produces big-time results while providing all the personal attention of a small company. Experience the image.works difference today by calling 800.777.1663 or exploring www.imageworksdirect.com.

Credit Union Marketing Made Easy

If you work in credit union marketing – or any kind of marketing, for that matter – you’ve no doubt heard the argument that marketing is an art rather than a science. After all, there’s certainly no foolproof, straightforward formula one can follow to guarantee a campaign’s success. Nor is there any accurate predictor to truly gauge how an audience will respond to a marketing initiative or advertisement. And even when a marketing campaign does achieve success, oftentimes there’s no one who can really explain why – or what – made it work. Instead, people refer vaguely to “luck” or simply “being in the right place at the right time.”


Because of these kinds of attitudes, marketing has gradually taken on a somewhat magical, mystical quality. And so-called marketing experts (those who have experienced repeated success) are viewed as having almost supernatural powers. The good news, though, is that while it’s true marketing doesn’t come with a formula – there are some easy-to-follow guidelines that can at least point your credit union marketing campaign in the right direction. Just follow the tips below!

#1: Be consistent with your brand identity.
Obviously, your credit union’s logo should be on every piece you create, but keep in mind your brand identity extends far beyond just your logo. Work on creating a consistent set of design elements you can use on all your credit union marketing pieces to make them even more instantly recognizable. And don’t worry about becoming locked in to a certain look or feel, because portraying a consistent image is actually one of the best things you can do to make your credit union marketing pieces memorable for audiences.

#2: Provide an incentive.
Even the world’s most powerful, persuasive, well-written call-to-action can’t generate response rates as successfully as an enticing giveaway. Use this to your advantage when planning your next credit union marketing campaign. Whether you give out small gifts to each responding member – like a $5 Target® or Starbucks® gift card – or offer entry into a grand prize drawing for cash or an iPad®, you’ll find incentives can serve as a powerful motivator for your members.

#3: Joke around.
Don’t have a single funny bone in your body? Don’t worry. Your credit union marketing pieces don’t necessarily have to be laugh-out-loud funny to elicit the benefits of this trick. Instead, think of it as going for a lighthearted approach. Many people associate financial institutions with being uptight or even a little bit snooty, so chances are good that audiences will appreciate your efforts to instead market yourself as more of a helpful financial pal or partner. Plus, putting people in a positive mood when they view your marketing materials doesn’t hurt either!
So go ahead – use these top three tips on your next campaign and experience credit union marketing made easy!

About image.works

Since 1995, image.works’ innovative marketing materials have been helping financial institutions and healthcare organizations across the country build their brand and enhance their success. With products ranging from newsletters and annual reports to direct mail pieces, brochures and more, image.works consistently produces big-time results while providing all the personal attention of a small company. Experience the image.works difference today by calling 800.777.1663 or exploring www.imageworksdirect.com.

Five Branding Strategies for Credit Union Branding

As a credit union marketer, your goals are simple: You want to draw more members to your credit union; you want your existing members to be more loyal; and when members need a loan, you want them to come to your credit union first. So what’s the secret to achieving these universal goals? Even more importantly, what can you do to overcome obvious obstacles – such as a competing financial institution that provides lower loan rates and fewer fees than what your credit union offers?

The answer is simple: It all comes down to your branding strategies. Proper credit union branding can set you apart from the competition and drive loyalty and growth. To ensure your branding strategies generate success, just follow the tips below!

#1: Think long and hard about what you want your brand to convey.
Before you do anything else with your credit union branding, first consider the following: How will your brand tie in with your overall mission as a financial institution? What kind of members have you attracted in the past? What kind of members do you want to attract? And what, specifically, can you provide these members that the competition can’t? For instance, do you specialize in convenience – or maybe cutting-edge services? Figure out precisely what products, features, feelings and benefits exemplify your credit union, and develop a brand that reflects those attributes.

#2: Incorporate your brand in everything you do.
Solidifying your brand takes a lot more than simply slapping a logo on all your marketing materials. Your brand should, in fact, influence every single aspect of your business. The way employees interact with members, for instance, should be dictated by your brand – as should the tone of voice used in marketing materials, the design elements portrayed on any printed pieces and even the general atmosphere of your branches. You can never think too broadly when it comes to your branding strategies!

#3: Bring emotions into the equation.
Is your credit union branding all about old-school traditionalism? Or maybe you’re more focused on conveying a sense of youthful optimism? Whatever kind of emotion it is you want your brand to promote, use that emotional connection to your advantage. The trick behind successful branding strategies is to make your audience feel something on a deeper level. So don’t just think logically – think emotionally!

#4: Thank members who show brand loyalty. There’s a reason the thank-you note has never gone out of style. The simple fact of the matter is, people appreciate being appreciated – so find a way to communicate to your loyal members that you recognize and value their patronage. Whether you go all out with a giveaway or keep it simple with a quick phone call or note, chances are your efforts to reward members for their loyalty will likely make them even more loyal to your credit union in the future.

#5: Be consistent – but also remember that flexibility is key. This tip may sound like it’s offering conflicting advice, but actually a healthy mix of consistency and flexibility is just the trick to keeping your credit union branding both memorable and current. While your underlying brand values should always remain constant, allow enough flexibility in your branding strategies so that you can continue to convey those brand values in new and innovative ways. If you’re all about convenience, for example, make sure you stick with this brand value – but be flexible enough to transition your marketing efforts to focus less on branch and drive-through locations and more on mobile and online banking as such advancements are made.

Now that you know the basics, get started on your credit union branding strategies today!

About image.works

Since 1995, image.works’ innovative marketing materials have been helping financial institutions and healthcare organizations across the country build their brand and enhance their success. With products ranging from newsletters and annual reports to direct mail pieces, brochures and more, image.works consistently produces big-time results while providing all the personal attention of a small company. Experience the image.works difference today by calling 800.777.1663 or exploring www.imageworksdirect.com.