July 30, 2010

Newsletters

HOW PROFOUND COMMUNICATIONS DEVELOPED THE WHITEHALL CREDIT UNION NEWSLETTER

Opportunity
Whitehall Credit Union desired a professional looking newsletter.

Solution
Profound discussed a strategy with the credit union that identified several characteristics to enhance communication with members through the newsletter. As a small credit union with a tight budget, the update began by creating a full-color shell for the newsletter to give it a professional presentation, while saving money with quarterly black imprinting of the text.

As a true member-focused publication, the credit union hosted a newsletter naming contest to engage members in the design process and generate reader interest. The winning name for the newsletter was Connect. The newsletter masthead includes puzzle pieces linking the core credit union principles of members, community, quality and services.

The credit union also utilized Profound's distribution and database experience to mail the newsletters directly to members rather than including them with their quarterly statements. This allowed the credit union additional contact with each member on a consistent basis. In addition, the distribution method provided an additional sales vehicle for the credit union to utilize.

Result
Whitehall Credit Union has experienced great readership of the newsletter, which presents a professional look and feel. The credit union also enjoyed higher response rates to the offers that appear in the newsletter.