PLANO, Texas–Thirty credit unions participated in Catalyst Corporate's recent "Capture My Heart" campaign to raise awareness and usage of mobile deposit services.
This is the second year that Catalyst Corporate has conducted the Valentine-themed campaign. Credit unions encouraged their members to draw a heart on each check they deposited for a week via mobile capture. By doing so, they became eligible to win a $100 gift card awarded to a member at each participating credit union that met basic campaign requirements.
According to Catalyst Corporate, some 344 A+ Federal Credit Union members drew hearts on checks they deposited via mobile capture the week leading up to Valentine’s Day. Participating in the campaign for the second year, the Austin, Texas-based credit union communicated campaign details to its members through multiple marketing channels, including email, branch signage, digital signs, an in-branch flyer, and a banner ad on its website that linked to a "Capture My Heart" landing page with campaign details.
A+ used the campaign marketing materials supplied by Catalyst Corporate as the basis for its promotional efforts. "We also created postcards for members to take with them that provided a step-by-step guide showing the ease of mobile deposit," said Digital Marketing Manager Twila Gamble.
An important component of A+'s success was staff involvement, said Catalyst Corporate.
"We encouraged each of our 20 branches to select one or two subject matter experts (SMEs) to promote the program to their teammates and our members," Gamble said. “The SMEs really got excited about this promotion, especially since it was connected with Valentine’s Day."
To incentivize the SMEs to promote the campaign, the credit union sent them Valentine conversational candy hearts, but ultimately, Gamble said, "Promoting mobile deposit is easy, because we want our members to experience the convenience of this service."
Meanwhile, La Capitol Federal Credit Union in Baton Rouge, La., had 106 members participate in the "Capture My Heart" campaign.
"The campaign fit very well with Valentine’s Day. It was easy to implement and tied in with our staff’s current efforts to educate members on mobile capture," said Vice President of eCommerce Carla Corkern. "For the past year, our front line staff has been educating members on how to use remote deposit by issuing them $1 checks to deposit while in the office."