PLANO, Texas–More than three dozen credit unions participated in Catalyst Corporate’s third annual "Capture My Heart" campaign to raise member awareness and usage of mobile deposit services. As part of the campaign, credit unions encouraged members to draw a heart on each check they deposited via Mobile Capture between Feb. 7 and 14. Members who participated were eligible to win a $100 gift card.
At Oklahoma Employees Credit Union (OECU), nearly 200 hearts were drawn on checks deposited via Mobile Capture the week of the campaign, Catalyst Corporate reported. This was OECU’s first year to participate in “Capture My Heart,” and they were very pleased with the results, said Jennifer Lown, Chief Marketing Officer at OECU.
“We’re always looking for additional ways to talk about our products and services,” Lown added.
“With ‘Capture My Heart,’ we got to switch up the type of messaging we typically use for mobile deposit. We could be a little more creative with this campaign.”
A day prior to the start of the campaign, OECU emailed eligible members, explaining “Capture My Heart” and providing a link to a dedicated landing page, explained Anna Henson, OECU’s marketing intern. Over the next week, the credit union publicized the campaign through a series of Tweets and Facebook posts on its social media channels.
“I received an email from OECU about the contest, and I decided, why not participate,” said Diana Randel, the credit union’s winner. “I use mobile deposit as often as I can. It saves me time.”
OECU said its ongoing mobile deposit marketing campaign focuses primarily on behavioral-based marketing techniques. “We send follow-up emails to members who come into a branch to make a deposit, informing them that they’re eligible for mobile deposit and showing them how it works,” Lown said. OECU even sends members a tutorial video on the product and incentivizes eligible non-users with an opportunity to deposit a $5 check when they sign up for the service.
The "Capture My Heart" campaign helped the credit union approach mobile deposit in a different way, said Lown. “It’s refreshing to have a vendor give us an opportunity to have a different kind of conversation with members about how to use mobile deposit,” Lown said. “We feel good about the participation. The campaign was easy.”