Launching an exclusive youth program spawned a bevy of unique promotional opportunities for PrimeTrust Federal Credit Union. After partnering with The Berenstain Bears Financial Literacy Program and introducing the Cub Account in April 2017, the $156MM credit union saw an immediate increase in youth membership and a plethora of opportunities to engage households.
According to Consumer Relationship Manager Maria Hoyt, aka Mama Bear, PrimeTrust opened 97 Cub Accounts between April 2017 and September 1, 2017, representing a 100% increase in youth accounts over the same period in 2016. “Of course, the best part is bringing the message of financial wellness to the children of our community,” Maria said.
Have a Presence at Community Events
The Muncie, Indiana credit union is exploding with community engagement initiatives featuring The Berenstain Bears. Covering almost as much ground as Magellan did sea, PrimeTrust participated in Fam Fest, a huge community event on the banks of Indiana’s White River. The credit union had a designated area where they were able to educate youngsters with story time and activities that reinforced the sound money management concept Save, Share, Spend, Earn.
Partner with Complementary Organizations
Embracing their inner Shakespeare, PrimeTrust became the first financial institution to partner with the local Civic Theater youth group thanks to The Berenstain Bears. The characters will adorn the theater lobby where they will circulate financial wellness information.
Bring Outside Entities into your World
PrimeTrust is entertaining a plan to have local radio personalities read The Berenstain Bears Visit the Credit Union to students in their partner schools. Such a pairing would enable PrimeTrust to reach a broader audience by promoting on-air their foray into The Berenstain Bears Financial Literacy Program while providing the broadcast outlet a platform for community service. Such a partnership would make both Homer and Marconi proud.
Attach your Brand to Something Completely Different
These promotional innovations are just a sampling of the menu, which has many more recipes to come. PrimeTrust is whipping up a Bear-themed trail mix to rival Julia Childs children’s trail mix for an upcoming fund raiser called 100 Men Who Cook. Presentation is everything, and fortunately for the credit union, The Bears can always be relied upon to represent well.
Naysayers believe emphasis on youth programs detracts from revenue generating efforts, but given the unending promotional opportunities around youth programs, quite the opposite is true. Credit unions that serve young members through financial literacy initiatives generally have an average membership age demographic lower than the national average because the engagement process effortlessly includes parents and other family members.