Over recent years credit unions have become much more popular with the general public. This phenomenon is due to the fact that these organizations have been able to offer a much wider variety of products and services. Many credit unions have also discovered success by creating unique strategies to help them increase their membership base.
San Diego, California is known for housing a large number of community chartered credit unions that are willing to serve many groups of people. North Island Credit Union (NICU) is one of the organizations has been innovative in its marketing approach.
One fascinating strategy involves attracting new members with the use of an interactive advertising display that NICU calls “Island Paradise.” The cleverly branded display showcases the credit union’s signature landmark artwork. The display reacts to physical motion that its spectators exhibit. It is extremely entertaining and memorable, producing very effective advertising results.
Reactrix is known for designing this fabulous new technology of interactive floor displays. The display fashioned for NICU focuses on the updated version of the branded landmark illustration that the credit union originally created in the 1990’s. As visitors highlight an area with their foot, an explanation of that particular location appears. The verbiage describes the significance of that place to San Diego and the Riverside communities.
These interactive displays can usually be found in malls and movie theatres. NICU had its display in one of the local malls. Reactrix displays attract all ages to into playing with them, bringing out the kid in many adults. That is why this type of advertising is so effective. Research has found that consumers are 30 percent more likely to remember this style of advertising than traditional marketing approaches.
According to Heather Grace Malneritch, Community Relations Administrator for NICU, “The credit union received feedback that the interactive artwork was unique and fun.”
NICU had recently revised its illustrations to include 20 additional landmarks. Its web site interactive display has also been updated with the new landmarks. In addition, visitors can now also enjoy the completely redesigned website which features an easy to follow pathway to finding information about the credit union’s products and services.
Along with its innovative marketing approaches, NICU, also known as “The Island” or “San Diego’s Own,” has been a community and business leader in the region for 60 plus years.
A recent demonstration of its dedication to go green in the environment is seen in its partnering with San Diego’s Metropolitan Transit System’s first commercial bus powered with a hybrid system. The institution’s island artwork decorates the entire bus.
“North Island Credit Union employees and members are committed to caring for the environment in San Diego,” said Geri Dillingham, executive vice president and chief operating officer of the credit union. “We are proud to lend our signature artwork to call attention to this technologically-advanced and environmentally friendly bus.”
This highly respected institution has earned itself several notable awards as well.
NICU is the proud 4-time winner of the Eureka Award for Performance Excellence™, now called the California Award for Performance Excellence™. This award uses the same evaluation criteria as the Malcolm Baldrige National Quality Award. NICU is the only financial institution to have won the award.
Other accolades include the “San Diego District’s SBA 504 Emerging Leader” award for its innovative efforts in lending to small businesses. The institution has also received the Effective Advertising on Radio Award, the Award for Workplace Excellence, and the Best Companies to Work for in San Diego honor.
The credit union enjoys a membership base of approximately 110,000 throughout its 17 branches across San Diego County. Holding $1.5 billion in assets, NICU is the 12th largest credit union in California as well as the 60th in size nationwide. NICU provides its wide range of services and products to consumers in San Diego, Orange, and Riverside counties.
Included in the credit union’s offerings are checking and savings accounts and a variety of loan packages. NICU also provides a myriad of small business services such as payroll services, insurance products, employee benefits and retirement plans. The institution is a preferred SBA lender as well.
Not only is NICU a tremendous community leader and member service provider, but the organization prides itself in its dedication to the superior treatment of its members as well as its employees. This commitment earned the employer awards mentioned earlier.
Why is the credit union known as “San Diego’s own”? This is due to the fact that the institution is a locally owned financial corporation with San Diego County residents elected to the Board of Directors by the members of the credit union.
The credit union’s strong commitment to integrity and service plays a large part in its success. NICU is dedicated to providing its customers with the most timely and courteous service possible. In addition, convenience, accessibility, and clarity of services are of the utmost importance.
The Island Brand Promise states,” We are committed to providing you with a financial environment that is easy, free of worry, and a little more fun.”
