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News Now

CU System
Filene pilot to improve marketing efficiency, effectiveness
MADISON, Wis. (1/16/13)--The Filene Research Institute announced a new pilot project--Leeflet, which will improve the cost efficiency and marketing effectiveness of credit unions in an innovative way--delivering targeted brochures electronically.

A regular credit union may spend $50,000 or more each year on paper brochures, with no way of knowing who reads them or who follows their calls to action, Filene said. Terms, conditions, rates and available products are constantly changing. Traditional brochures are outdated almost as quickly as they're printed. As credit unions change, they must update brochures--dooming the current inventory of paper brochures to the recycle bin, Filene said.

One of Filene's i3 innovation teams worked closely with electronic marketing experts at DigitalMailer to create Leeflet, an electronic brochure program already in use at Smart Financial CU, Houston; Financial Center FCU, Indianapolis; and Fort Knox FCU, Radcliff, Ky. Initial performance is promising: The open rate for all Leeflet brochures is more than 70% with a click-through rate higher than 25%.

Leeflet--the name was chosen to communicate that it is an electronic brochure--allows credit unions to enhance sales and marketing efforts by cutting down on collateral costs, and tracking campaign effectiveness. The webinars will describe expectations for pilot participants and outline the timeline of the research.

Credit unions interested in learning how to reduce brochure expenses by as much as 75% can learn more by signing up for one of two free webinars titled Leeflet: Improving Cost Efficiency and Effectiveness of Marketing Collateral, on Jan.29  at 12 p.m. CT, and Feb.12 at 1 p.m. CT.  To register, use the link.  

For more information, contact Tansley Stearns at 608-661-3753 or by e-mail at tansleys@filene.org.
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