Code Green

September 2010

Archive for September, 2010

Engage Your Members

by in Code Green Blog on Sep. 13, 2010
Next to doing the right thing, the most important thing is to let people know you are doing the right thing.
-John D. Rockefeller
No matter what your goals, increasing member awareness and engagement should be a priority. Here are a few fundamental ideas to help drive your success:
Focus on awareness across multiple channels
We have more marketing and communications channels available to reach out to members now than ever before, from traditional media, to electronic channels, to more recent opportunities like social networking.   Different members will respond to different marketing channels, so it is important to identify what are the most effective channels for your members and then deliver a consistent, coordinated message across them. Coordinated multi-channel marketing with a clear call to action can really make a big difference in the success of your promotions.
Engage them, direct them, and interact with them
Once you’ve drawn the members in, engage them. How many members come to your website, log in to home banking, and then leave? When Atlantic Financial FCU used an interactive CU Web Hunt on their website, members were rewarded for exploring around the deeper pages of the site, incidentally discovering all those great rates and services. The result? Just through that increased awareness and interaction with the existing material in their website, AFFCU increased new memberships by 68% and new loan dollars by 66% during the campaign. It is definitely important to give the members reasons to get to know you, clear paths to relevant information, and clear calls to action.
Enable self actualization and hands-on learning
Rather than sell to your members, give them the means to teach themselves.   This can be a very powerful tool for both education and marketing. Here’s one example: Many credit unions offer members tens of thousands of surcharge-free ATMs and shared branches, and have literally 2 or 3 times as many ATMs available as the big mega banks, but the members just don’t seem to get it. You are lucky if they even know what a shared branch is! You can tell them you are convenient until you are blue in the face, with no real impact. On the other hand, if you put all those locations from all those networks into one easy interactive tool inside your branded page, and the member can easily look at their own house or office, see the cars in the parking lot, and see the neighborhood just covered with locations, that changes the perception of your convenience at a gut level. 
It’s that self-actualized, hands-on, interactive approach that lets people learn about your virtues for themselves. This same approach can be powerfully applied to your rates, your lending products, your financial literacy program, and more.
Encourage members to be your advocates and then reward them
More than just educating and engaging members, you need to win them over as advocates. There is no other form of marketing more powerful than word of mouth. You already offer the best rates and services around. Now you have to get that message through to your members, and make them proud and excited about your credit union to the point that they want to crow about it to their friends and family members. Many marketers are confused about what to do with Facebook, twitter and the like. The power of these social networking tools is not necessarily for you to sell yourself, but for your members to spread the word on your behalf. In a certain sense, this represents the ultimate goal of really engaging the member – win them over, give them easy ways to tell your story to the world, and then track and reward their advocacy.

Code Green’s Web Hunt Wins 2010 NAFCU Best Promotional Campaign Award

by in Code Green News on Sep. 12, 2010
Code Green’s Web Hunt Wins
2010 NAFCU Best Promotional Campaign Award
Alexandria, VA – April 19, 2010 – Using Code Green’s CU Web Hunt website marketing system ( Atlantic Financial Federal Credit Union ($76 million; 10,643 members; Hunt Valley, MD) recently won the 2010 NAFCU Best Promotional Campaign award for credit unions under $150 million in assets. Atlantic Financial used Web Hunt to increase page views among its online visitors, reach out to a younger audience, and encourage members and non-members to learn more about the credit union during its two-month campaign from July 20 to September 20, 2009. As a result, the credit union’s website page views soared, increasing in range from 102 percent to 921 percent, depending on the page – which in turn helped Atlantic Financial experience a rise in loan applications and new memberships.
Code Green’s CU Web Hunt System works by using a credit union’s entire website as the “game board” for a site-wide interactive treasure hunt. A Web Hunt campaign provides incentives for members to explore all around a credit union’s website in search of interactive game piece icons, all the while exploring the credit union’s great rates, services, and strategic pages.
“We were very excited to find out Atlantic Financial FCU had won the NAFCU Best Promotional Campaign award for the Web Hunt,” says Christine Musson, Marketing Manager for Atlantic Financial Federal Credit Union. “The campaign was a huge success and this award shows AFFCU's commitment to educating our members and providing the highest level of service.”
Each year, NAFCU rewards the most creative and successful promotions of the credit union community. Winners of the NAFCU Marketing Awards’ seven categories will be recognized by their peers, their members, and credit union leaders nationwide.
For Atlantic Financial’s Best Promotional Campaign using Web Hunt, its criteria consisted of creating multiple promotional pieces designed to accomplish a single goal or objective – in this case, it was the credit union’s website. All pieces of the promotional campaign promoted the same product, service, loan, membership group, etc. NAFCU's Awards Committee evaluated the entries, which included but will not be limited to the following:
  • Creativity of promotional campaign
  • Appropriate design and copy based on the goals and objectives
  • Effectiveness/measurability of results
As a winner, Atlantic Financial received a plaque that is displayed in its lobby. The credit union also received public recognition and display at NAFCU's Strategic Growth Conference, March 9-11, 2010, at Bally's Las Vegas, Las Vegas, Nevada. As well as be the subject of a feature article in The Federal Credit Union, NAFCU's bimonthly magazine
To date, Code Green’s Web Hunt system has won:
  • CUNA Diamond Award
  • CUES Golden Mirror Award
  • CU Journal Best Practices Award
  • NAFCU Best Promotional Campaign Award
“Having a part in helping Atlantic Financial win this award is a tremendous honor,” says Jason Green, CEO and founder of Code Green, developer of CU Web Hunt. “When we look at the performance numbers from Atlantic Financial’s Web Hunt campaign, we’re still stunned. It was an amazingly successful campaign – and we look forward to helping other credit union achieve the same results with Web Hunt.”
About Code Green
Code Green TM is a marketing technology company focused on the specific needs of credit unions. In addition to the CU Web Hunt marketing system, Code Green is the creator of the BranchMap ATM and branch locator tool, and also provides a variety of other data-driven marketing services and web technologies for credit unions.   Please visit for more information and interactive demonstrations.

Belvoir FCU Exceeds Marketing Goals by 400% Using CU Web Hunt

by in Code Green News on Sep. 12, 2010
To celebrate its redesigned website’s first anniversary, Belvoir Federal Credit Union ($270 million; 30,000 members; Woodbridge, VA) was looking for an effective promotion tool to help build brand awareness to its members and attract prospects. Leveraging its new website, Belvior Federal used an online, interactive marketing game that, in the end, far exceeded its expectations.
From March 30 to May 14, 2010, Belvoir Federal used an interactive online scavenger hunt game called CU Web Hunt ( created by Code Green. In doing so, Belvoir Federal exceeded its member participation goal by nearly 400 percent, having approximately 1,120 members participate from its more than 30,000 membership.
Website as a “game board”
CU Web Hunt system works by using a credit union’s entire website as the “game board” for a site-wide interactive treasure hunt. A Web Hunt campaign provides incentives for members to explore all around a credit union’s website in search of interactive game piece icons, all the while exploring the credit union’s great rates, services, and strategic pages.
Belvoir Federal, for example, incorporated the Web Hunt to engage members to surf the credit union’s website, reviewing its various products and services pages as a brand awareness campaign. Each member who participated in the online hunt could locate nine “slices of life” icons in the shape of pie slices. As each game piece was discovered, it was added to the member’s virtual game card, showing their progress through the web hunt. Once all the slices were found, completing the pie, participants were entered into a drawing for a variety of prizes.
Brand awareness
“This campaign was a brand awareness effort to show how our products and services relate to their life stages – resulting in the ‘slices of life’ focus,” explains Belvoir Federal’s Amy Shanks. “As a result, our expectations were greatly exceeded when we saw the final numbers. We definitely know our members are aware of what products and services we have now.”
The 134,380 online users who visited the site during the 45-day Web Hunt campaign were an increase of almost 40,000 over the initial launch of the redesigned website the previous year. In fact, these individuals viewed 255,284 pages throughout the course of the Web Hunt, which almost doubled the number of page views in the first month of the redesign launch in 2009.
Another disparate before-and-after statistic shows visitors tallying up 1,525 page views at the “Having a Baby” life stage portion of Belvoir Federal’s website during the Web Hunt campaign. In comparison, there were only 11 page views during the 45 days prior to the campaign (February 1 to March 29). “That’s obviously an enormous difference that shows the effectiveness of the game,” Shanks adds.
Another intriguing statistic occurred on the campaign’s opening day when 95 visitors clicked on the Web Hunt game banner to enter the game. These visitors spent more than 12 minutes on the Web Hunt site searching. “That’s a very sticky website for us,” she says.
The winners
Belvoir Federal awarded 10 winners with prizes ranging from a 5 percent one-year certificate, two Washington Nationals first-baseline major league baseball tickets with parking, two VIP season passes to Kings Dominion amusement park, and family four-pack AMC movie tickets with a concession gift card.
“This is the second time Belvoir Federal has used Web Hunt and each time the success has been big,” says Jason Green, CEO and founder of Code Green, developer of CU Web Hunt. “The numbers are just amazing. I think as we get more and more used to social and gaming interactivity on the web, campaigns like this will become more and more successful.
Code Green’s CU Web Hunt has helped other credit unions have success. For instance, Atlantic Financial Federal Credit Union won the 2010 NAFCU Best Promotional Campaign Award for the Web Hunt campaign and the The Maryland/DC Credit Union Association Trailblazer Award for Marketing Excellence – Best Special Project 2010. During the 90-day campaign in the summer of 2009, Atlantic Financial’s credit union website page views soared, increasing in range from 102% to 921%, depending on the page – which in turn helped the credit union experience a rise in loan applications and new members.
Atlantic Financial’s increased numbers for membership and loans included a 68% increase in new members for July-September 2009 over the same two months in 2008. There was a 66% increase in new loan dollars for July-September 2009 over the same two months in 2008, resulting in $2,785,000 more in loans for the campaign months in 2009 than 2008.
Over the years CU Web Hunt has also won a CUES Golden Mirror, a CUNA Diamond, and a CU Journal Best Practices.