Siefer Report Sep 14

Siefer Consultants, Inc. • PO Box 1384 • Storm Lake, IA 50588 • (712)660-1026 • fax (866)680-5866 • www.siefer.com • e-mail info@siefer.com
Business Switch Kits
A “Business Banking
Switch Kit” is helping
an Indiana bank attract
and open profitable new
business accounts
referals statements business students e-services social branding employees
September 8, 2014
Vol. 2, No. 3
Siefer ReportA twice monthly report for financial institutions
Product Branding
This Kansas CU markets
its products as “machines”
created in a “laboratory”
that provide exceptional
returns to membersRead Story
Read Story
Referral Promotions
Read Story
E-Services
E-Statements
Teamwork
This North Dakota bank
president’s relaxed and
friendly management style
is a drawing card for
customers and staff alike
College Students
An Idaho CU attracted over
600 university students and
members to a “Shop Night”
that it co-sponsored with
Costco
Social Media
An Oregon institution
hopes to increase its credit
card portfolio with a new
“Fly South with the Ducks”
social media campaignRead Story
Read Story
Read Story
Read Story
Read Story
This California CU’s
successful Refer-A-Friend
program has pulled in over
200 new members in the
past 12 months
A Tennessee CU more than
doubled its number of
monthly eStatement sign-
ups with this popular $100
VISA®
Gift Card offer
A “Banking In Your Boxers”
promotion has allowed a
South Carolina institution
to market its new roster
of mobile and e-services
Wednesday,
August 27
8 – 9:30 p.m.
Pocatello Costco
305 W. Quinn Road
Take a look around
and discover all that
Costco has to offer.SHOP
NIGHTISU students and
ISU Credit Union membersFOR
Extended shopping hours • Giveaways • Fun activities
SPECIAL
1st SOURCE BUSINESS BANKING FORT WAYNE TEAM
Left to right: Luke Squires, Stephanie Gonzales, Joseph O’Connor, Larry Mayers, Jamie Bankert,
Tim Rice, Dave Voors, Jan Wilhelm, Jon Painter
STRAIGHT TALK
SOUNDADVICE
At 1st source, we’re a community bank that specializes in helping our clients grow.
Our experienced business bankers get to know you for the long-run. We offer convenience,
straight talk and sound advice, always keeping your best interests in mind.
We can help. Give us a call today.
North Anthony Waynedale Dupont Village Covington Plaza Fort Wayne Downtown East State
3602 N. Anthony Blvd. 5719 Bluffton Road 10633 Coldwater Road 6304 W. Jefferson Blvd. 200 E. Main Street 6506 E. State Blvd.
260 484-8511 260 747-7456 260 338-0077 260 432-1123 260 420-2427 260 493-2110
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September 8, 2014 Page 2
SIEFER REPORT
index referrals statements business students e-services social branding employeesreferrals
O
This California credit union’s successful
Refer-A-Friend program has pulled in over
200 new members in the past 12 months
ngoing referral promotions run by Technology Credit Union ($1.8 billion,
San Jose, California) have generated 200 new memberships during the past
year—plus it has helped increase loan volume.
According to David Greene, Marketing Manager, Tech CU has offered refer-a-
friend promotions for several years and each time has had significant success.
“We know that a satisfied member is our best source of referrals and that new
members gained through this source have the lowest acquisition cost.”
Greene says that featuring a cash incentive for both the referring member and
the new member seems to work best with its referral offers. “We have settled
on this offer as the most effective. We have tried versions where just one of the
members got the bonus, and we have found that we need to incentivize both
parties.
“We also require the new member to sign up for direct deposit to actually
qualify and receive the bonuses; this is a key metric for future member success.”
A“Share the Love”promotion is the latest creative for the credit union’s referral
efforts. During this promotion, members who refer a friend to the credit union
receive $50, and the referred members receive $100.
To earn the cash bonuses, the new member must set up a direct deposit of
at least $250 per month in one transaction within 90 days of opening a new
checking account.
Online referrals
Greene notes that the majority of the referrals made during its promotions
come through an online form available on the credit union’s Website. This form
asks for the member number, name, and e-mail address, along with their friend’s
name, phone number, and e-mail address.

SIEFER REPORT
“Once the form is submitted, the member gets an e-mail thanking them for
making the referral,”says Greene. “The friend gets an e-mail from the member’s
e-mail introducing them to Tech CU. In addition, a prospective Tech CU
Relationship Manager gets an internal e-mail with the referral and is encouraged
to contact the prospective member.”
Greene says that the Share the Love promotion has garnered 54 memberships.
“For the year, our Refer-a-Friend promotion has brought in 225 new memberships
with loan volume of over $1 million from these new members.”
He says that at this time, the credit union plans to run the Share the Love
promotion until the end of the year, and then will evaluate possible changes in
the creative and offer.
Cross sales
Greene says Tech CU has an active cross-sell marketing program for new
members that includes digital and human interaction.
Source: Technology Credit Union (San Jose, CA)
Web Ad for “Share the Love” Referral Promotion

SIEFER REPORT
“Each new member is assigned a Relationship Manager (RM), who reaches out
to the member so they can understand their financial needs. The interaction by
the RM is supported by e-mail, regular mail, and other online promotions tied to
those needs.”
Front-line associates are encouraged to let members know that the referral
program is available, he says. “We do not have any internal contests or incentives
to promote the promotion, although they are under consideration.”
He says that e-mails and the log-off screen from online banking are the most
successful marketing channels for its referral promotions. “Our online newsletter
eMoney Saavy has also been effective.”
Source: David Greene, Marketing Manager, Technology Credit Union, San Jose, CA;
phone (408)467-6925; e-mail dgreene@techcu.com.
Today, your institution’s ability to attract new accounts and boost
checking account volume is more important than ever.
Our new manual Switch Campaigns and Refer-A-Friend Promotions
has the strategies you need to profitably increase checking accounts,
using proven and highly effective switch and referral programs.
This all-new 90-page publication is packed with marketing strategies that
can help you:
n Create a powerful new “Switch Campaign”;
n Make the switching process quick and easy;
n Design a winning Refer-A-Friend program;
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Visit www.siefer.com to learn more about
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You can also order online and immediately
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SWITCH CAMPAIGNS & REFERRALS

SIEFER REPORT
index referrals statements business students e-services social branding employeesstatements
E
A Tennessee institution more than doubled its
number of monthly eStatement enrollments
with this popular $100VISA®
Gift Card offer
nrichment Federal Credit Union ($398 million, Oak Ridge, Tennessee) just
ran a promotion that doubled the number of eStatement sign-ups it typically
receives per month.
Katy R. Jett, AVP Marketing, says the credit union currently has roughly 6,300
eStatements users; however, over the past year, officers noticed there were only
20 to 30 new accounts signing up for the service each month. “We’ve advertised
eStatements to members in our newsletter and on the Website and mobile app
as a safe, secure method to get their statement, but had not offered any type of
incentive to move from printed statements to electronic statements.”
Source: Enrichment Federal Credit Union (Oak Ridge,TN)
Teller Pad Insert for eStatement Promotion

SIEFER REPORT
“It was strictly a service that was offered at the time members join, or cross-sold
at the teller line.”
However, that changed over the summer when Jett identified the perfect
opportunity to highlight the convenience and quick delivery of eStatements—
and boost sign-ups as a result.
“Our members on eStatements get their statement within 24 hours of the close
of the month, and the June month-end paper statements were delayed in the
mail due to the holiday. I suggested that we offer a drawing for a $100 VISA gift
card to see if we could get more members to sign up. We would only be out the
$100 because all of the promotions would be online or at the teller line.”
The two-month promotion began on July 10th
. “We took a chance to see what
would happen. Even if we got 25 members signed up, four months of them being
on eStatements would pay off the gift card.”
Marketing Piece for eStatement Promotion

SIEFER REPORT
Jett reports that during the last three weeks of July, 119 accounts signed up
for eStatements. Plus, an additional 99 accounts signed up during the month
of August. By comparison, in the two months prior to the promotion, the credit
union averaged just 26 sign-ups per month.
The credit union advertised the promotion with online banking messages, on its
Website and mobile app, and with mobile push messages that were sent twice. It
also printed 8-½ by 11-inch flyers in-house to put in its teller pads at each teller
window.
“Basically, the cost of the promotion is just the $100 gift card,”states Jett. “We
pay approximately $1 per statement per month based on an average statement
size of three pages. Therefore, 25 new eStatement users for four months would
cover the cost of the gift card. If the new 218 members using eStatements stay on
the system for one year, the credit union will save $2,616 over a 12-month period
by not printing 218 statements each month.”
She says that to date, 11,200 of the credit union’s 40,200 members are using
Home Banking (online banking); 6,500 are using eStatements; and an average of
4,000 are using its mobile app each month.
“The credit union has 19,045 checking accounts and statistically, most members
using Home Banking or the mobile app are members with checking accounts.
Our goal is to move as many members as possible to our online and mobile
services. At the beginning of the year, the goal was to grow eStatements by
10 percent of the year-end number. Personally, I would love to double our
eStatement users within two years, but most marketers like to dream big!”
Web Ad for eStatement Promotion

SIEFER REPORT
An improved online banking experience
Jett says the credit union converted Home Banking providers in February and is
just getting back to the level it was before the conversion.
“Now that members are becoming familiar with the new Home Banking
platform, they are beginning to add more online services, like downloading the
mobile app and adding remote check deposit. Members can now also access 18
months of their statements immediately when they sign up for eStatements, so
that has been a great feature to help get members to use the product.”
She says the credit union has designated certain employees in each office as
“e-Experts,”and they are familiar with all of EFCU’s electronic services and can help
members sign up and log on to Home Banking, and get started with additional
services. “These e-Experts were especially helpful during our Home Banking
conversion,”says Jett.
“We also made a video that walks members through how to sign up for Home
Banking. We ask all of our employees to use the services themselves because they
can talk about the product with members when they have first-hand experience
with using the different services.”
She says EFCU has a service-culture in place, where all employees continually
look for ways to save members time and money, and add convenience to their
lives.
“Our employees have individual goals based on how many contacts they have
with members. If a member is identified by our core processor as not having
eStatements, an indicator shows up on their account and the employee can
explain the service or hand them a small flyer with information about how to sign
up for eStatements. If employees have time, they can actually let the member
sign into Home Banking and set up eStatements, but most of the time, the
member takes the information and does it when they get home.”
She says that all products and services are tracked in an overall incentive that
pays out at the end of the year.

SIEFER REPORT
“If the eStatement goal is reached, employees will receive one-half percent of
their annual salary in a year-end incentive pay-out.
“We are about 400 accounts from reaching that goal by the end of November!
We probably would not have reached it without the influx of eStatement users
over the past two months.”
She says the credit union is already planning on running another eStatement
campaign during September and October. “I hope it does as well, because we
would love to reach our goal for the year!”
Source: Katy R. Jett, AVP Marketing, Enrichment Federal Credit Union, Oak Ridge, TN;
phone (865)482-0045, ext. 1235; e-mail kjett@enrichmentfcu.org.
As explained above, Enrichment Federal Credit Union ($398 million,
Oak Ridge,TN) boosted its number of eStatement users through a two-
month promotion.
According to Katy R. Jett,AVP Marketing, many members were
motivated to sign up for the service thanks to marketing messages that
were delivered via the credit union’s online channels.
“The first thing we did was put a new banner on our Website and a
scrolling message about the $100VISA®
Gift Card drawing,” says Jett.
“We also sent out a push message to our mobile app users.”
The push message said, If you had e-statements, you would have had your
statement by July 1st
! “This was sent on July 7th
, when mailed statements
still had not reached mailboxes due to the July 4th
holiday. This same
message was placed on the Home Banking welcome message; that’s
when we had the largest influx of e-statement sign-ons.”
E-STATEMENT MARKETING

SIEFER REPORT
index referrals statements business students e-services social branding employeesbusiness
1
A special “Business Banking Switch Kit”
is helping an Indiana bank attract and
open profitable new business accounts
st Source Bank ($4.9 billion, South Bend, Indiana) recently designed an
online switch kit that’s specifically for business clients and prospects.
Angie Dvorak, Assistant Vice President, Public Relations, says that the bank
developed its Business Banking Switch Kit two years ago to make it easier for
businesses to move their accounts to 1st Source.
The bank’s nine-page Business Banking Switch Kit includes the following six steps:
Step 1: Open a 1st Source Business checking account.
Step 2: Change your direct deposits.
Step 3: Stop using your previous checking account.
Step 4: Change your checking account information with your payroll processor
if using one.
Step 5: Transfer any automatic payments and debits to 1st Source.
Step 6: Transfer any incoming deposits to 1st Source. This would include all
ACH and wires.
A fillable PDF adds convenience
“We strive to be convenient for our clients, and the switch kit emphasizes this
from the start,”says Dvorak. “We provide the kit as a fillable PDF so businesses can
simply type the information in the form, print it off, and get started right away.
Since introducing the switch kit we have not made any significant changes, as it
has worked well for those who have moved their accounts to the bank.”
Dvorak says that 1st Source provides a wide range of business checking
accounts to serve its clients, which range from small businesses to large
corporations. “No matter what their size, we have a business account to fit their
unique needs.”

SIEFER REPORT
Source: 1st Source Bank (South Bend, IN)
Brochure for Bank’s
Business Banking Checking Accounts & Services
For example, the bank offers six business checking accounts, ranging from
“Business Value Checking”(for any business with 100 to 200 transactions per
month) to“Business Analysis Checking”(for any business with average monthly
balances of $25,000 or more and high transaction volumes) to“Community Not-
for-Profit Checking”(for non-profit organizations, such as religious, philanthropic,
and charitable groups). View a full list of the bank’s business checking accounts
here.

SIEFER REPORT
Ad for Bank’s Business Banking Fort Wayne Team
1st SOURCE BUSINESS BANKING FORT WAYNE TEAM
Left to right: Luke Squires, Stephanie Gonzales, Joseph O’Connor, Larry Mayers, Jamie Bankert,
Tim Rice, Dave Voors, Jan Wilhelm, Jon Painter
STRAIGHT TALK
SOUNDADVICE
At 1st source, we’re a community bank that specializes in helping our clients grow.
Our experienced business bankers get to know you for the long-run. We offer convenience,
straight talk and sound advice, always keeping your best interests in mind.
We can help. Give us a call today.
North Anthony Waynedale Dupont Village Covington Plaza Fort Wayne Downtown East State
3602 N. Anthony Blvd. 5719 Bluffton Road 10633 Coldwater Road 6304 W. Jefferson Blvd. 200 E. Main Street 6506 E. State Blvd.
260 484-8511 260 747-7456 260 338-0077 260 432-1123 260 420-2427 260 493-2110
S t r o n g . S t a b l e . L o c a l . P e r s o n a l .
“We review our products annually to ensure we are both competitive and
meeting the needs of our clients. We also offer cash management, online
banking, remote deposit, and fraud prevention services.”
Dvorak says the bank’s business account personnel include experienced
business lenders. “We’re the largest provider of Small Business Administration
loans in our market. Our Specialty Financing Group is robust as well, providing
financing for aircraft, garbage trucks, step vans, funeral cars, and a wide range of
other specialty vehicles.”

SIEFER REPORT
Brochure for Bank’s
“Business Money Management Account”
She says a streamlined internal process is in place so that different areas of
the bank work together to cross sell and best serve its clients. “We also have a
CRM for tracking the history of client contacts and conversations. This highly
automated process lets us uncover and meet the needs of our clients.”
The bank also has a sales process to follow up with current clients and to actively
solicit prospects in targeted industries. “We have an onboarding program, too,
which assures we meet the needs of our new clients in a timely manner.”
1st Source promotes its business banking products primarily on its Website and
with brochures. “From time to time, we also develop media campaigns, and use
TV and newspaper ads.”
Source: Angie Dvorak, Assistant Vice President, Public Relations, 1st Source Bank,
South Bend, IN; phone (574) 235-2128; e-mail dvoraka@1stsource.com.

SIEFER REPORT
index referrals statements business students e-services social branding employeesstudents
I
An Idaho CU attracted over 600 university
students and members to a “Shop Night”
that it co-sponsored with Costco
daho State University Credit Union ($150 million, Pocatello, Idaho) recently
partnered with Costco to hold an exclusive“Shop Night”for ISU students and
credit union members, and the turnout was so successful, it’s planning to make it
a yearly event.
The Shop Night was held on Wednesday, August 27th from 8 until 9:30 p.m. at the
Pocatello Costco, and it included the following special offers and activities:
n Join as a new Executive Member and get a $20 Costco Cash Card; or, join as a
new Gold Star Member and get a $10 Costco Cash Card.
n Extended shopping hours
n Giveaways
n A scavenger hunt
BJ Fillingame, Marketing Manager, says the Shop Night was part of Idaho State
University’s“Week of Welcome,”which is a week full of activities for students.
“We came up with the‘shop night’concept during the Week of Welcome to give
students the opportunity to see Costco and enjoy the benefits for one night with
extended hours without having to pay the $55 membership fee.”
He says that the credit union has partnered with Costco for past events. “Costco
is a great company and loves to be local, even though they are a Fortune 500
company, plus I really enjoy working with their business development rep.”
To set up for the event, he says the credit union had the opportunity to drive its
souped-up, old-armored marketing event truck, called“The Beast,”into the main
Costco entry area to showcase it. “We had a prize wheel next to The Beast and
could greet all of those who entered the event. We also had a station inside of the
store for extra visibility, and Costco had a booth next to us with giveaways and a
scavenger hunt so people could walk around the store and find certain items.”

SIEFER REPORT
Source: Idaho State University Credit Union (Pocatello, ID)
Join as a new
Executive Member
and get a $20
Costco Cash Card.
Or, join as a new
Gold Star Member
and get a $10
Costco Cash Card.
SHOP
NIGHT
Expiration Date: 11/30/14
Offer is only valid when you join in person with a Costco representative at this event. Valid only for new members for
their first year of membership. Limit one Costco Cash Card offer per household. Offer is nontransferable and may
not be combined with any other offer or coupon. Costco Cash Cards are not redeemable for cash. • A Gold Star
Membership is $55 a year. An Executive Membership is an additional $55 upgrade fee a year. Each membership
includes a free Household Card. Please include sales tax in all applicable states. • Costco accepts cash, checks,
debit/ATM cards, EBT, Costco Cash Cards, Costco Credit Cards and American Express. You must be a Costco
member to pay by check. NWR000027A 0614
ISU students and
Wednesday,
August 27
8 – 9:30 p.m.
If you join Costco as a
new member at the event,
you’ll receive a Costco
Cash Card!
SPECIAL
Pocatello Costco
305 W. Quinn Road
Special Offer:
Take a look around and discover
all that Costco has to offer.
Poster for “Shop Night”
He says that Costco also displayed its student-related items closer to the front
of the store. In addition, the following five packages were offered to those who
attended: A munchies package, a laundry package, a cleaning package, a school
supplies package, and a spirit package.

SIEFER REPORT
Photo Taken at “Shop Night”
Fillingame says the credit union anticipated that around 200 people would
come to the first Shop Night. “The event was wildly successful and we had over
600 attend! We opened about five accounts through the event, and Costco
opened 12 memberships as well.”
A push for card openings
During the event, Fillingame says the credit union provided information to
students about its BengalCard Plus. “This is a no-frills checking account with
university access,”he explains. “It’s an all-in-one student ID and debit card.”
Credit union officers who attended the Shop Night included the credit union’s
business development team, the marketing team, along with a couple of branch
staff members who wanted to help out and promote the credit union.
To promote the event, 25 posters were placed around the university campus,
an ad ran on the back of a New Student Orientation brochure, and buck slips
were distributed at welcome-back-to-school events. The Shop Night was also
mentioned on both the credit union’s Facebook page and on Idaho State
University’s Facebook page.

SIEFER REPORT
Wednesday,
August 27
8 – 9:30 p.m.
Pocatello Costco
305 W. Quinn Road
Take a look around
and discover all that
Costco has to offer.SHOP
NIGHTISU students and
SPECIAL
Buckslip for “Shop Night”
Join as a new Executive
Member and get a
$20 Costco Cash Card.
Or, join as a new Gold Star
Member and get a
$10 Costco Cash Card.
Expiration Date: 11/30/14
Offer is only valid when you join in person with a Costco representative at this event. Valid only for new members for their first year of membership. Limit one Costco Cash Card offer per household. Offer is nontransferable
and may not be combined with any other offer or coupon. Costco Cash Cards are not redeemable for cash. • A Gold Star Membership is $55 a year. An Executive Membership is an additional $55 upgrade fee a year. Each
membership includes a free Household Card. Please include sales tax in all applicable states. • Costco accepts cash, checks, debit/ATM cards, EBT, Costco Cash Cards, Costco Credit Cards and American Express. You must
be a Costco member to pay by check. NWR000027B 0614
If you join Costco as
a new member at the
event, you’ll receive
a Costco Cash Card!
Special Offer:
“The word spread quickly!”says Fillingame. “After the turnout we received, I
anticipate this will be an annual event moving forward during welcome-back
week.”
He adds that in the future, the credit union plans to begin promoting the event
earlier. “We’ll also offer more prizes, and add more stations with prize wheels to
help the lines flow better.”
Source: BJ Fillingame, Marketing Manager, Idaho State University Credit Union,
Pocatello, ID; phone (208)235-7100, ext. 7136; e-mail bfillingame@isucu.net.

SIEFER REPORT
index referrals statements business students e-services social branding employeese-services
C
A “Banking InYour Boxers” promotion is
helping a South Carolina institution market
its new roster of mobile and e-services
arolina Collegiate Federal Credit Union ($86 million, Columbia, South
Carolina) members can now take advantage of“Banking In Your Boxers,”
thanks to a full-scale technology update and new e-services product launch.
Several months ago, the credit union underwent a significant technology
upgrade with the goal of bringing added conveniences to members’lives,
according to Helen Beam, Executive Vice President and Chief Operating Officer.
“We updated our technology across the board, adding new products and
updating some of our current offerings,”says Beam. “Technology, especially
mobile, is the future of banking, and we wanted to be just as competitive with any
of the big banks, while at the same time delivering the same level of high-touch
service.”
Specific new and updated products and services include a TouchBanking Mobile
App,“StressFree eDeposit,”Person-to-Person Transfers, and new“StressFree
BillPay”.
In-branch mannequins are conversation starters
During the product rollout in March, the credit union focused on technology
and mobile through social media and in its student-run branch. It also put
displays in its branches. “We posed mannequins in our branches wearing the
‘Banking In Your Boxers’boxer shorts,”says Beam.“This was such a hit, members
began inquiring about where they could purchase the boxers for themselves!”
Updates and products slowly rolled out until all products were completely
launched. The second phase of the program started in August, with the release
of humorous videos. “We have produced a series of four videos, and we plan to
release one every Thursday,”says Bo McDonald, President of Your Marketing Co.
(Greenville, South Carolina).

SIEFER REPORT
The videos—which are being shown on the credit union’s Facebook and
Twitter pages, as well as on Pandora and YouTube—focus on the credit union’s
new electronic products and services, and also incorporate the Banking In Your
Boxers theme. For example, one of the videos (view here) highlights the credit
union’s Person-to-Person Transfers, while another (view here) promotes its
StressFree eDeposit; both of these videos end with, Carolina Collegiate. So easy,
you can bank in your boxers. Visit Bankinginyourboxers.com.
Indirectly related to the Banking In Your Boxers campaign is a new branch
design that will be located inside of a main student housing area.
“We are completely changing the concept of what a branch should look like
today,”says Beam.
Source: Carolina Collegiate Federal Credit Union (Columbia, SC)
Photo of a “Banking InYour Boxers” Mannequin

SIEFER REPORT
“Instead of a teller line, we are going with a more open, user-friendly concept.
Employees will be available to offer assistance, and technology will be a main
feature.”
McDonald says that the marketing for the Banking In Your Boxers campaign will
continue throughout the year. “This will include radio ads, Google re-marketing,
Pandora radio, and possibly some print with student newspaper.”
The campaign is still in the early phases; however, Beam reports positive
increases.
“We will know more toward the end
of this month, but judging from the
movement with membership, we know
the upgrades and new products are very
popular.”
According to Beam, StressFree eDeposit
is one of the most popular features with
the new TouchBanking Mobile App.
She says that ultimately, the credit
union’s goal is to increase membership
and meet growing technology demands,
while also delivering a cost savings for
the membership and the credit union.
Source: Helen Beam, EVP/COO; Carolina
Collegiate Federal Credit Union; Columbia,
SC; phone (803)227-5513; Bo McDonald,
President, Your Marketing Co., Greenville
SC; phone (864)230-1923;
e-mail bo@yourmarketingco.com.
Source: Carolina Collegiate FCU (Columbia, SC)
Pandora Ad for
“Banking InYour Boxers”

SIEFER REPORT
index referrals statements business students e-services social branding employeessocial
O
An Oregon institution hopes to increase its
credit card portfolio with a new “Fly South
with the Ducks” social media campaign
regon Community Credit Union ($1.2 billion, Eugene, Oregon) is tapping
into social media and digital avenues to grow its credit card portfolio
during a“Fly South with the Ducks”campaign.
The campaign focuses on The Duck Card®, which offers low rates and the
opportunity for members to show their pride for the University of Oregon. Plus,
every purchase made helps support University of Oregon Alumni Association
programs and services. Members can choose either The Duck Card® Platinum
Visa® with Cash Back, or the The Duck Card® Platinum Visa®. Both cards come with
many services, such as access to unique University of Oregon Duck events, e-mail
alert options, zero fraud liability, and auto rental collision protection.
Source: Oregon Community Credit Union (Eugene, OR)
Photo Submitted for “Fly South with the Ducks”

SIEFER REPORT
Deborah Mersino, Chief Marketing Officer, says the credit union launched Fly
South with the Ducks on August 4th
to engage current cardholders, increase the
value proposition of The Duck Card, leverage and increase social media sharing
and engagement, and foster new card applications.
The campaign is being promoted primarily through a landing page, found at
www.flysouthwiththeducks.com. Supplemental channels have included digital
branch signage, on the credit union’s Website, and on its Duck Card Facebook
page, which allows a wider span of members and non-members to participate,
says Mersino. “We’re also investing a small amount to boost Facebook posts
and run Facebook ads. Additionally, we’re sharing contest news with current
cardholders and OCCU members via a series of e-mails. Our next‘Invitation-to-
Apply’mailings will also include a buck slip. We’ve put tent cards in all of our
branches, kicked off Pac-12 Media Day with a radio spot, and are partnering with
IMG to promote the contest for a week to the nearly 768,000 fans of the official
GoDucks Facebook page. It’s an exciting campaign.”
Photo Submitted for “Fly South with the Ducks”

SIEFER REPORT
To enter the contest, members must like the credit union’s Facebook page and
must also be a Duck Card holder over the age of 21—or they must have applied
for the card during the promotional period. They can then post a photo to the
credit union’s Facebook page showing what being“Duck Devoted”means to
them, with the hashtag #DuckDevoted.
Facebook users accessing the contest site can“vote”for their favorite photos
utilizing a Facebook voting application, which the credit union built in to its Duck
Card Facebook page.
Mersino says that users are encouraged to vote for the photos that, in their
opinion, demonstrate the most skill and merit in reflecting superior“Duck
Devotion”to University of Oregon athletics or scholarship, utilizing photo criteria
such as topic relevancy, creativity, humor, emotional connection, use of color,
school tradition, and graphic design.
The Fly South with the Ducks campaign ends on September 19th
. At the end
of the promotional period, the 268 photos with the most user votes—or all
photos, if less than 268 photos are entered—will be selected for advancement as
semifinalists, says Mersino.
Marketing Piece for “Fly South with the Ducks”

SIEFER REPORT
The contest sponsors will then assess the semifinalist photos in a final round of
judging, and three groups of winners will be selected in the following prize tiers:
Tier 1:
Three entrants will win the following prize package, valued at $2,000:
n Two tickets to the Oregon Ducks vs. UCLA Bruins football game at the Rose
Bowl Stadium on October 11th
, 2014;
n Round-trip coach airfare for two from Eugene, OR to Los Angeles, CA
departing on October 10th
, 2014, and returning October 12th
, 2014;
n Two nights at a Pasadena-area hotel;
n Ground transportation to and from the airport/hotel and to and from the
hotel/game;
n $250 for food and beverages;
n Welcome basket with snacks and
University of Oregon merchandise;
n Pre-game admittance for two to the
University of Oregon Alumni Association
tailgate party outside of the Rose Bowl
Stadium.
Tier 2:
15 entrants will win the following prize
package, valued at $200:
n Admission for two to the End Zone
Terrace hospitality event at the October
18th
, 2014 Homecoming Duck football
game at Autzen Stadium (includes two
game tickets).
Tier 3:
250 entrants will win the following prize:
n 2014 University of Oregon Football
Yearbook.
Photo Submitted for
“Fly South with the Ducks”

SIEFER REPORT
Credit card apps up nearly 30 percent
Mersino says she would =like to see 350 entries for this first contest, but more
importantly, her goal is to see a 50 percent increase in card applications over
previous months; she says she would also like to leverage contest photos, as well
as photos and videos of cardholders enjoying their winnings, for future marketing
efforts.
Although the contest recently launched, the credit union is already seeing
considerable traction, says Mersino.
“We’ve just gotten started, but total credit card apps went up 29 percent over
the prior week for The Duck Card.”
Additionally, she says the traffic on TheDuckCard.com went up 21 percent, and
“Apply Now”clicks on the site went up 36 percent over the previous week.
The credit union’s Duck Card Facebook page has also received 603 new likes in
just two weeks, she says.
“We’ve had 1,400 visits to The Duck Card page, and have seen incredible
engagement with regard to shares and likes on posts, which resulted in some
posts reaching more than 11,000 users on Facebook. We also received 46 entries
in just one week; the top photo entry currently has more than 122 votes.”
Source: Deborah Mersino, Chief Marketing Officer, Oregon Community Credit Union;
Eugene, OR; phone (541)681-6028; e-mail dmersino@oregoncommunitycu.org.

SIEFER REPORT
index referrals statements business students e-services social branding employeesbranding
C
This Kansas CU markets its products as
“machines” that are created in a “laboratory”
that provide exceptional returns to members
ommunityAmerica® Credit Union ($1.8 billion, Lenexa, Kansas) has a Profit
to the People® campaign that takes a unique and creative approach in
featuring its products, services, and differences.
Like many credit unions throughout the country, CommunityAmerica provides
a year-end dividend to its members. Through the years, this dividend amount has
grown sharply at the credit union—going from $1 million a few years ago to a
$5.5 million payout in 2014.
“The Profit Payout is a powerfully simple example, and one of the ways our Profit
to the People campaign dimensionalizes the value and benefits we provide to our
membership,”says Rob Persaud, Senior Vice President of Marketing.
Source: CommunityAmerica®
Credit Union (Lenexa, KS)
Direct Mailer for Profit to the People®
Campaign
IT’S TIME TO RETURN OVER $5 MILLION
TO THOSE WHO BANK WITH US.
PRESORTED
STANDARD
U.S. POSTAGE
PAID
MILWAUKEE, WI
PERMIT NO. 5164
CommunityAmerica Credit Union
PO BOX 15950
Lenexa, KS 66285–5950
cacu.com
913.905.7000 | 800.892.7957
Dividend is discretionary & approved annually by CommunityAmerica’s Board of Directors. Federally insured by the NCUA.
We’re returning over $5 million in profits to those who have
two or more products or services with us during our annual
Profit Payout.
Why return anything at all? That’s simple really.
CommunityAmerica is not a bank, we’re a cooperative. That
means you’re more than a customer. You’re a member. And
when it comes to our annual Profit Payout, adding products
or services can translate into something very tangible.
We were built from the ground up to help our members
achieve financial success. Because we’re not-for-profit, we
<Name>,
here’s your chance to get a part of next year’s Profit Payout.
WE’RE GONNA NEED A BIGGER MONEY LAUNCHER.
provide competitive rates, community education, and
empathic business practices. Because we’re all about
bringing Profit to the People,™ it only makes sense that
we collectively share success. That’s the fundamental
difference between us and a bank.
While the opportunity to be a part of this year’s Profit
Payout has passed, now’s the perfect time to get your share
of next year’s profit. Just give us a call or stop by a branch
today. When you add anything from a loan or a deposit to a
credit card, financial planning, or a mortgage, you’ll realize
that when we declare “Profit to the People”, our annual
Profit Payout is just the beginning.

SIEFER REPORT
“Our advertising approach has always been a little different and off-beat, so
creating the‘Profit to the People Laboratory’was aligned with our style.”
He explains that each credit union product was transformed into a“machine”
that was“created in a special laboratory”and devised to provide exceptional
return to the member. For example, mortgage loans are being called,“The
Mortgage Enrich-A-Ma-Fier.” Low rates and fewer fees are discussed in the copy
and the notion of a higher dividend payout is also featured. “The average Profit
Payout this past year was over $50 per member, and we expect that will increase
next year. And when you look specifically at members who have a mortgage with
the credit union, you see a much higher profit payout potential.”
He says the more products and higher balances that a member has at the credit
union, the higher potential for dividends. “Our qualifying mortgage members
earned approximately $284 in Profit Payout just last year alone, which was quite
compelling and is why we featured the connection in our campaign.”
When it comes to home loans, we prefer simple and efficient. By taking
out your mortgage with CommunityAmerica, you could save money and
qualify for our Profit Payout.1
Total win-win.
More good news – you’ve been pre-qualified for a 15 Year Fixed Rate
Mortgage as low as 3.25% (3.36% APR2
). Looking for a 30 Year
Mortgage instead? We’ve got that, too. Whether you’re refinancing or in
the market for a new home loan, we have flexible options to perfectly
suit you and your needs.
1Dividend is discretionary and approved annually by CommunityAmerica’s Board of Directors. Amount listed is variable and is not guaranteed.
2 Annual Percentage Rate (“APR”) is valid as of June 6, 2014 and is for well-qualified borrowers. Rate is fixed for the loan’s term. Offers of credit
may vary based on your creditworthiness. Repayment examples: At 3.125% (3.233% APR), the payment on a 15 year $150,000
loan would equate to a monthly principal and interest payment of $1,045, taxes and insurance premiums not included. At 4.125%
(4.187% APR), the payment on a 30 year $150,000 loan would equate to a monthly principal and interest payment of $727, taxes
and insurance premiums not included. Actual payment obligation will be greater. Property insurance is required. Kansas residents
are required to pay state mortgage tax of $2.60 per $1,000 of mortgage filed. Current rates subject to change without notice.
PRESCREEN & OPT-OUT NOTICE: This “prescreened” offer of credit is based on information in your
credit report indicating that you meet certain criteria. This offer is not guaranteed if you do not meet our
criteria [including providing acceptable property as collateral]. If you do not want to receive prescreened
offers of credit from this and other companies, call the consumer reporting company, Experian, at toll-
free: 1 (855) 705-2435; or write: Experian Marketing, P.O. Box 919, Allen, TX 75013-0919.
Here’s how our Profit Payout works: Members with
a mortgage and qualified accounts at CommunityAmerica
received an average dividend of $2841
this year alone.
That’s what we call Profit to the People®
. Learn more at
cacu.com/profit-payout.
TAP INTO THE POWER
OF OUR MORTGAGE
PROFIT PAYOUT-MA-FIER.
You could get a great low rate & money back in your pocket.
At CommunityAmerica, the benefits
extend far beyond our great low rates.
APPLY TODAY TO LOCK IN
YOUR PRE-QUALIFIED 3.25% (3.36% APR).
Give us a call at 913.981.0315 or 877.602.9922
or apply online at cacu.com/mortgage.
With a CommunityAmerica mortgage, you’ll also enjoy:
• Fewer fees and lower closing costs
• Low down payment options
• Flexible terms
• Unbeatable credit union service
Mortgage Pre-Qualified_Refi_DM_6-2014.indd 2-3 6/11/14 4:40 PM
Direct Mail Piece for “Mortgage Profit Payout-Ma-Fier”

SIEFER REPORT
Other“inventions”focus on the amount of overall savings the member realizes
with a credit union product. For instance, auto loans are referred to as,“The Auto
Rate Shrink-A-Ma-Fier”with the name poised next to a futuristic-appearing gizmo.
Copy that follows features the low“shrunken”rates and discusses how low rates
equates to money or profit in the member’s pocket.
Persaud says that in addition to re-positioning products through the Profit
to the People Lab, CommunityAmerica also applies the laboratory concept to
promotions.
Marketing Piece for “The Auto Rate Shrink-A-Ma-Fier”
introduces:
THE AUTO RATE
SHRINK-A-MA-FIER
Auto Loan
As low as:
2.74%APR*
Regular Setting
As low as:
2.24%APR*
Overdrive Setting
cacu.com/auto-loan
In branch
913.905.7000 | 800.892.7957
RATES HAVE BEEN SHRUNK TO
AS LOW AS 2.74% APR,*
AND OUR OVERDRIVE SETTING CAN
SHRINK YOUR RATE AGAIN TO
AS LOW AS 2.24% APR.*
Simply request that automatic payments be taken from
your CommunityAmerica checking account, then enroll
in online banking and sign up for eStatements, and
the Shrink-a-ma-fier goes into overdrive—
shrinking your rate to 2.24% APR.*
Ask us how you can utilize this miracle of
modern science today.
* Rates with an annual percentage rate (“APR”) as low as 2.24% are available
for 0-36 month auto loans on 2010-2014 vehicles. Rates for longer terms may be
higher. Stated rate of 2.24% APR includes a 0.25% discount for Automatic Payments
from a CommunityAmerica Checking account and a 0.25% discount for enrolling
in CommunityAmerica’s Online Banking and eStatements. Automatic Payments
must be set up when loan is opened. Discount/Offer not applicable on existing
CommunityAmerica loans. Terms of repayment example: A $12,000 auto loan with a
2.24% APR and a term of 36 months would equate to a monthly principal and interest
payment of $344.95. This is a limited time offer and is subject to credit approval. Offer
subject to change or may expire without notice. Promotion ends October 31, 2014.
Federally insured by the NCUA.

SIEFER REPORT
“For example, we are currently promoting our home equity lines of credit,
otherwise called the‘The Equity Cash-In-A-Ma-Fier.’ Members earn a lower rate
when they enroll in online banking with eStatements and have their monthly
payments automatically deducted from their credit union checking account.”
Marketing the concept of Profit to the People has been a creative playground
for Persaud’s team. “We’ve done direct mail and e-mail to our members, as well as
mass media communication, which includes online ads, Website, radio, Internet
radio, TV, print, outdoor billboards, and mall advertising,”he says.
Marketing Piece for “The Equity Cash-In-Ma-Fier”
Home Equity Line of Credit
Intro rate as low as:
1.99%APR*
the first year
As low as:
4.00%APR*
thereafter
THE EQUITY
CASH-IN-MA-FIER
introduces:
CACU 140246 Heloc Give One-v4.indd 1 2/19/14 4:25 PM
THE MONEY YOU NEED TO IMPROVE
YOUR HOME IS IN YOUR HOME.
Our Equity Cash-in-ma-fier allows you to borrow up to
100% of your home’s value for maximum power through a
Home Equity Line of Credit (HELOC)..
Simply request that automatic payments be taken from your
CommunityAmerica checking account, then enroll in online
banking and sign up for eStatements, and the
Equity Cash-in-ma-fier will give you a first year
promotional rate as low as 1.99% APR.*
Ask us how you can put this handy
gadget to work around your house today.
*Introductory annual percentage rate (“APR”) for well-qualified borrowers at a maximum
Loan to Value ratio (“LTV”) of 80%. Additional introductory rates and variable rate may
be available for higher LTVs. Contact the credit union for details. Introductory HELOC
rate as low as 1.99% APR for the first year, then the APR will vary for the remaining
life of the loan. As of 3/1/14, this variable HELOC APR would have been 4.00% APR
for 80% LTV. For the HELOC, the Prime Rate is subject to a minimum of 4.00%, and the
maximum APR is 18%. Home Equity Loan rate also available as low as 3.75% APR. Rates
are based on the Prime Rate published in the Wall Street Journal Money Rates Table plus
a margin. Stated HELOC rate of 1.99% APR and Home Equity Loan rate of 3.75% APR
include a 0.25% discount for Automatic Payments from a CommunityAmerica Checking
account and a 0.25% discount for enrolling in CommunityAmerica’s Online Banking and
eStatements. Automatic payments must be set up when loan is opened. Home value is
based on a full appraisal, which is required, at the member’s expense. Property must
be a single family home and owner-occupied. Property insurance will be required. Line
amounts range from $10,000 to $100,000. Offer not available to members who have an
existing Home Equity Loan or HELOC with us. Early loan termination fees may apply.
Contact a tax advisor concerning tax-deductibility. Home Equity products available in
Kansas and Missouri only. Kansas residents are required to pay state mortgage tax of
$2.60 per $1,000 of mortgage filed. Limited time offers subject to credit approval. Offers
subject to change or may expire without notice. Promotion ends 10/31/14.
913.905.7000 | 800.892.7957
cacu.com/heloc
Federally insured by the NCUA.
CACU 140246 Heloc Give One-v4.indd 2 2/19/14 4:25 PM

SIEFER REPORT
“In terms of the direct mail, our focus is on current members to promote more
engagement. The mass marketing effort is intended to get the message out in
the Kansas City area in order to help prospects better understand the differences
we can provide to them.”
The Profit to the People Lab seems to be working well, as Persaud says there’s
been significant growth in numbers. “We’ve had great membership growth, and
in fact nearly one in five Kansas Citians now banks with us in some capacity.”
Source: Rob Persaud, Senior Vice President of Marketing; CommunityAmerica®
Credit Union, Lenexa, KS; phone (913)905-8030; e-mail rob@cacu.com.
Marketing Piece for “The Savings Ampli-Ma-Fier”
THE SAVINGS
AMPLI-MA-FIER
introduces:
4.00%APY*
on balances up to $1,500
High Interest Savings Account
CACU 140247 Aquisition Give One-v4.indd 1 2/27/14 10:26 AM
OUR SAVINGS AMPLI-MA-FIER
CHURNS OUT A BLISTERING
INTEREST RATE.
Earn 4.00% APY* on your savings balances up to
$1,500 when you activate a free checking account.
And more money is better than less money,
scientifically speaking.
Open your High Interest Savings Account today.
Federally insured by the NCUA. *The Annual Percentage Yield (APY)
shown is effective as of 1/1/2014, unless otherwise noted. Rates are variable and may
change without notice after the account is opened. Fees could reduce earnings on this
account. The account requires a $1 minimum opening deposit. Balances up to $1,500 will
earn first tier APY. Balances of $1,500.01 or more will earn the credit union’s current
applicable base rate for Savings accounts. To receive the first tier APY on the High
Interest Savings account you must maintain an active Checking account with one direct
deposit of at least $250 per month, and seven or more external transactions per month.
If the Checking account relationship is terminated or is no longer active, the rate on the
High Interest Savings account will revert to the credit union’s current applicable base
rate for its Savings accounts. Limit one High Interest Savings or Delta Savings account
per member. The High Interest Savings account is only available to Consumer accounts
(business and IRA accounts do not qualify). Minor Savings accounts are not eligible. Due
to compounding, dividends earned may push balances into next rate tier, causing an APY
change. Please see rate sheet for range.
cacu.com/high-interest-savings
In branch
913.905.7000 | 800.892.7957
CACU 140247 Aquisition Give One-v4.indd 2 2/27/14 10:26 AM

SIEFER REPORT
index referrals statements business students e-services social branding employeesemployees
C
This North Dakota bank president’s relaxed
and friendly management style is a drawing
card for customers and staff alike
indy Schaaf, Senior Vice President at Dakota Community Bank & Trust
($720 million, Hebron, North Dakota), says that her bank is known around
town for the warm and welcoming attitude of its management and staff.
“Leadership seems to dictate the environment and tone of any workplace,”says
Schaaf. “We typically hire happy people to begin with, but I think they remain
positive and enthusiastic because our president embraces that attitude and
reinforces that being positive and happy is the best way to run a business.”
Schaaf says that the bank’s President/CEO Dale Pahlke is often wearing
his trademark jeans and crisp, white shirt when talking with customers and
employees. When he visits with employees or customers, he looks like he’s
meeting with a friend, she observes.
She says that by making bank employees feel important and special, the friendly
mood and tone is readily translated to customers. “We don’t have any special
recognition or reward programs because every employee is a team player.
“We help each other out every
day, no matter what our job
description says.”
For example, when the teller
line gets busy, the senior officers
will hop on the phones and field
calls, and the president will help
customers in the lobby.
“It’s all hands-on-deck because
the last thing we want is for our
customers to have to wait in line.” Source: Dakota Community Bank &Trust (Hebron, ND)
Photo of Bank’s Employees

SIEFER REPORT
index referrals statements business students e-services social branding employeesemployees
PUBLISHER..........................DAN R. SIEFER
MANAGING EDITOR........ JESSICA SIEFER
Website....................www.siefer.com E-mail.......................info@siefer.com
Phone.......................(712)660-1026 Fax.............................. (866)680-5866
Siefer Report is published monthly for $379 per year by Siefer Consultants, PO Box 1384. Storm Lake, IA 50588.
Copyright © 2014 by Siefer Consultants, Inc. Reproduction in whole or in part is strictly forbidden. Quotations must
have the written consent of Siefer Consultants, Inc., must credit “Siefer Report” as the source, and include the current
address and subscription rate.
The materials in this publication are illustrative only, and are not intended as a definitive analysis of the subjects
discussed. Readers are cautioned to consult with their advisors regarding the application of these materials to their
particular situation, and the specific effects of any applicable Federal and State laws.
WARNING: Without prior permission from the publisher, you can’t routinely copy and distribute portions of this
newsletter. You also can not make or forward e-mail copies of the newsletter.
If you would like to distribute copies of this newsletter to others in your company on a regular basis, please ask the
publisher about a site license.
SIEFER REPORT
“So no job is too small for any of us, which conveys that real team spirit attitude.”
She adds that Schaaf demonstrates his caring attitude for employees in a
variety of ways. “If Dale is going out to get ice cream, he brings enough back for
everyone at the branch. We also order in pizza for the employees, or hold the
teller meetings at a local restaurant.”
The positive effects of this attitude can be found on the bank’s Website, where
customers and employees often rave about things they like:
l “I love and enjoy working here! You will love banking here!”  -Dakota
Community Bank & Trust Employee
l “You don’t feel like you’re in the principal’s office when you’re getting a loan.” 
-Dakota Community Bank & Trust Customer
l “Not just ONE teller knows my name; EVERYONE in the office knows my name!” 
-Dakota Community Bank & Trust Customer
l “No other bank does as much in the community as Dakota Community Bank &
Trust.”  -Dakota Community Bank & Trust Customer
Source: Cindy Schaaf, Senior Vice President, Dakota Community Bank & Trust,
Hebron, ND; phone (701)222-9609; e-mail cschaaf@dakotacommunitybank.com.

SIEFER REPORT
index referrals statements business students e-services social branding employees
Current Rates
TREASURY BILLS
SAVINGS (APY)
CHECKING (APY)
CD AVERAGES (APY)
STOCK INDEXES
Source: http://money.cnn.com
Source: www.nasdaq.com
Current Last month
3-month 0.20% 0.23%
6-month 0.32% 0.35%
1-year 0.65% 0.66%
2-year 0.83% 0.82%
3-year 0.93% 0.92%
5-year 1.35% 1.39%
Source: www.bankrate.com
Current Last month
Interest
checking 0.25% 0.42%
Current Last month
MMA 0.48% 0.50%
MMA
($10,000) 0.47% 0.46%
13-week
(investment rate) 0.025%
26-week
(investment rate) 0.051%
Source: www.publicdebt.treas.gov
Dow Jones
Industrial Average
Current 17,137.36
NASDAQ
Current 4,582.90
Prime Rate
current 3.25%
one month ago 3.25%
one year ago 3.25%
Source: www.bloomberg.com
30-yr FRM
current 4.24%
one month ago 4.25%
one year ago 4.67%
15-yr FRM
current 3.18%
one month ago 3.23%
one year ago 3.66%
5/1-yr ARM
current 3.32%
one month ago 3.33%
one year ago 3.66%
Source: www.bloomberg.com
48-month New Car
current 3.22%
one month ago 3.15%

low-interest
credit cards 10.96%
balance-transfer
credit cards 15.77%

cash-back
credit cards 16.48%
NEW CAR RATE AVERAGE
PRIME RATE
CREDIT CARD RATES AVERAGES
MORTGAGE RATE AVERAGE

Siefer Report Sep 14

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