PLANO, Texas--Hundreds of credit union members are showing “the love” this week as they draw hearts on checks they are depositing via their credit union’s mobile capture service.
The Valentine’s Day-related artistry is the result of the nearly two-dozen credit unions that are participating in the “Capture My Heart” promotion being sponsored by Catalyst Corporate FCU.
The goal of the campaign is to help Catalyst Corporate user credit unions boost member awareness and usage of their mobile deposit service offerings.
The “Capture My Heart” promotion launched in the week leading up to February 14 and is encouraging members to simply draw a heart on a check that they are depositing via Mobile Capture. By doing so, they become eligible to win a $100 gift card that will be awarded to a member at each participating credit union. More than two dozen credit unions, ranging in asset size from $20 million to $1 billion, requested the customizable “Capture My Heart” marketing materials provided by Catalyst Corporate in the weeks leading up to the promotion.
“Since the campaign was announced to our members, we have had 86 new sign-ups for our anytime Mobile product,” said Renee Amato, VP/CMO with the $346-million LA Financial Credit Union in California. “That is more than double our normal activity.”
Amato said an email blast used to promote the campaign had a 22% open rate and a 2% click-through rate to download the app. The credit union currently has 4,852 Mobile Capture users.
Catalyst Corporate reported that $1.1-billion Austin, Texas-based A+ Federal Credit Union, which counts teachers and students among its membership, would employ “education” as part of its mobile deposit marketing strategy.
To prepare for the Capture My Heart promotion, the credit union created mobile deposit subject matter experts at each of its branches to “start conversations” about the service, said Twila Gamble, digital marketing manager at A+FCU. And to help jump start those conversations, staff members handed out packets of Valentine’s heart candy with Capture My Heart fliers attached. The credit union also put posters in each of its 18 branches and sent an e-mail blast to members.
By mid-week, A+ FCU members had drawn hearts on more than 100 checks they deposited electronically.