Alex Castley 2014 CUES Next Top Credit Union Exec Presentation
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Transcript of Alex Castley 2014 CUES Next Top Credit Union Exec Presentation
Alex CastleyEngagement & Communications Manager Integris Credit Union ($1.25B) Prince George, British Columbia, Canada
NTCUE Finalist - Alex CastleyIntegris Credit Union; North-Central British Columbia, Canada
Integris’ Challenge
It’s 2013… !
… over 50% of our Membership is older than 50 years old !
… we are experiencing decreasing Membership growth of the 25-44 year old demographic
!
… we are a static presence; have a lack of differentiation !
My Solution
FUN!!!
My Solution
Engagement!
My Project
• Recognize engagement as a Competitive Advantage
• Philosophy and Strategy
• Tactics depend on YOU
• Primary Focus • Attracting 25-44 Year Old
demographic by using engagement and FUN
Engagement
Building meaningful and personal relationships … !
… with our Members, Staff and Communities … !
… through unique experience, communication and involvement…
!
… to create buzz.
Engagement - Why?
• Increase Member growth and retention
• Improve appeal in our communities
• Create a better understanding of who we are - both Integris and a Credit Union - and what makes us different!
• To be a great place to work!
!!
!
We are… !
Story-Sharers !
Story-Sellers !
Memorable !
Engagement - How?
We Are Story-Sharers
• Build engagement using our Members’ stories… told by our Members!
• Ask for feedback and document our Members’ positive experiences
• Capture their voice
We Are Story-Sellers
• #storyseller #confused
• We tell our story using local people… our staff!
• Educate the public in an entertaining and engaging way
We Are Memorable
• Be outrageous and different
• FUN is contagious!
• Involve others to create memories and positive associations
What Else?
Must be supported by the top… !
… but come from the grassroots !
Staff must have resources and autonomy to be engaging
!
CANNOT outsource
Return on
Engagement
Membership GrowthPe
rcen
tage
Gro
wth
(Oct
. - O
ct.)
-20%
-10%
0%
10%
20%
30%
40%
Age Range
25-44 Year Olds
32.4%
(10.2%)
2012/2013 2013/2014
Membership GrowthPe
rcen
tage
Gro
wth
(Oct
. - O
ct.)
-20%
-10%
0%
10%
20%
30%
40%
Age Range
All ages (except 25-44 Year Olds)
6.7%
(7.8%)
2012/2013 2013/2014
Return on Engagement
First 6 months of 2014…
• Lending Results
• Achieved 172% of 6 month target!
• Deposit Results
• Achieved 156% of 6 month target!
Engagement Summary
• Engagement is the strategy… FUN is the tactic
• Engagement has made us into a FUNancial Institution
• Engagement can help increase member growth and retention
• Engagement can serve as a differentiator and competitive advantage
– Michael Kerr; Author & Motivational Speaker
“You need to stand out from the herd in order to be heard! If you aren’t different in a compelling way from your competitors, then why is anyone
going to be loyal to your business?”
How Do You Engage?
Q&A with
Alex