PURLs and QR Codes White Paper for Credit Unions

PURLs and QR Codes White Paper

Response tools credit

unions can apply to member

communications, including

transactional documents,

to reach members on an

individual basis using tailored

messages.

New and Used Boat Loans

from Trusted Credit Union.

ADVANTAGE FREE BASIC ACCOUNT 111-1111

LAST STATEMENT 11/05/10 96.71

2 CREDITS 3,500.00

2 DEBITS 693.56

THIS STATEMENT 12/06/10 2,903.15

_ _ _ _ _ _ _ _ OTHER CREDITS - - - - - - - - -

DESCRIPTION DATE AMOUNT

PAYROLL <<PayrollAccount#>> 11/10 1,750.00


_ _ _ _ _ _ _ _ _ OTHER DEBITS - - - - - - - - -


ATM Withdrawal 11/11/10 15:03 2292 9576 MAIN STREET 11/12 100.00

ANYTOWN NY 009780

PAYMENT TO HOME EQUITY OPEN END LOAN <<Account2>> 11/22 593.56

- - - ITEMIZATION OF OVERDRAFT AND RETURNED ITEM FEES - - -

* * * C O N T I N U E D * * *

DFFFFAAATADTFFADAFFADDDTDAAFTFDTDDDDAAAATADAAAFTFDTTFDTDTTDAFAAAF

Sam Sample

123 Anywhere St.

Anytown, NY 12345

TOTAL FOR THIS

PERIOD TOTAL YEAR TO DATE

TOTAL OVERDRAFT FEES: .00 .00

TOTAL RETURNED ITEM FEES: .00 .00

ACCOUNT # STATEMENT PERIOD PAGE

632 Ellsworth Rd.

Rome, NY 13441

800.698.0299

111-1111

Sam, scan this code withyour mobile phone to accessyour special offer or go towww.cathedralpurls.com/QR

Sam,

MAKE A

SPLASH!��

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12/06/2010

For a sneak peek ,

scan this code with

your mobile device

or go to SamSample.

cathedralpurls.com/

QR

632 Ellsworth Road, Rome NY, 13441 www.cathedralcorporation.com 1-800-698-0299

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PURLs and QR Codes White Paper

Executive SummaryPersonalized URLs (PURLs) and Quick Response (QR) Codes are two response tools credit unions can apply to member communications, including transactional documents, to reach members on an individual basis using tailored messages. Research indicates that a growing number of people across many age groups are turning to electronic communications. Using these resources, credit unions can explore new business opportunities with targeted messaging that segments audi-ences based on their particular interests. The electronic format ensures a clear response path for users and increases the value they place on printed transactional documents as member communications.

QR Codes and PURLS add value to printed communications including transactional documents and direct mail. They create opportunity to generate an electronic response from a printed document, which is trackable and measureable. The customer has the benefit of understanding what offer has produced results so they can do more and eliminate or change those that have not.

PURLs and QR CodesGone are the days when credit union members made weekly trips to local branch-es to conduct in-person transactions. Credit union members have now grown accustomed to receiving their transactional data whenever and wherever they want it. Many can access their personal financial data right at their finger tips by using a cell phone. According to the Art Technology Group (ATG) (2011), nearly four out of 10 (37%) of respondents surveyed in late 2010 said they use mobile devices to browse or research products and services. This adoption of technology presents an opportunity to offer tailored, individual messages to consumers which can then be tracked.

According to Mobio Technologies, Inc. (2011), the ma-jority of QR scanning in the U.S. is performed by con-sumers ages 35-44 (25%), with steady adoption being seen among those ages 18-54 (84%). ScanLife (2011) indicates that mobile barcode (1D and 2D) scanning traffic has increased over 800% in the past year.

About Two communications tools that are increasing in popularity are PURLs (Personal-ized URLs) and QR Codes (Quick Response Codes). PURLs are Web pages or microsites that are tailored to individual visitors. The pages are created using a database with information about each user that credit unions already have. QR Codes are two-dimensional barcodes that store data. Made up of small black

. . . nearly four out of 10 (37%) of respondents surveyed in late 2010 said they use mobile devices to browse or research products and services.

. . . the majority of QR scanning in the U.S. is performed by consumers ages 35-44 (25%), with steady adoption being seen among those ages 18-54 (84%).

squares on a white background, QR Codes contain information from a source that can be retrieved, transferred to a cell phone and tracked.

Innovative Messaging Both PURLs and QR Codes provide innovative outlets to disseminate information. In particular, PURLs can reach members on an individual basis through custom-designed Web pages. These pages have a unique and personalized Web address where each recipient will see his/her name. This establishes a personal and engaging experience to inspire that person to visit the microsite. QR Codes offer several options, particularly Online Codes and Offline Codes. On-line Codes point to an Internet address and require an Internet connection. There are three sorts of Online QR Codes: n Short Coden URLn Short Code URL

The Short Code URL is the most faceted, since it is readable by all QR Code Read-ers worldwide and also offers relevant statistical data. Offline Codes do not need an Internet connection and are directly resolved on the phone. The following content can be encoded from an Offline Code: n Addresses n Text n Short Message Service (SMS)n Telephone Numbers

The most common way to access the information encoded in a QR Code is to scan the code with a camera phone or any other smart mobile device. Both PURLs and QR Codes generate real-time responses from printed or electronic communications.

Business Analysis ToolsThe two tools are invaluable to organizations that want to reach their custom-ers more effectively. First, PURLs provide a personalized electronic response to a targeted message that is reserved for individual recipients. As a result, they are an excellent avenue to reach, respond to, or interact with customers. QR Codes are equally effective. They enable an electronic inquiry from a mailing, which creates a


The Short Code URL is the most faceted, since it is readable by all QR Code Readers worldwide and also offers relevant statistical data.

new communications channel. Once on a user’s phone, the QR Code provides writ-ten details about a business, or perhaps a URL, where a prospective customer can click for additional information. Organizations can then monitor and track prospec-tive customer click-throughs and activity once someone has scanned the QR image on the document with a mobile device. According to the advertising agency MGH (2011), the top uses of those who said they have scanned a QR Code were to get a promotional deal (53%) or obtain additional information (52%).

An Excellent Resource for Credit UnionsCredit unions are an ideal industry to utilize PURLs and QR Codes because it is essential to continually reach members in new and better ways. Both tools offer innovative methods to interact and communicate with members, particularly by reaching people on a different level using electronic communications. This new ve-hicle is becoming increasingly popular because it “speaks” to members of “Genera-tion Y” as well as others wanting to learn more about the new phenomenon. People are frequently on the Internet, whether they are using a computer at home or the office, or accessing the Web via a smartphone. According to Nielsen Co. (2011), 31% of all U.S. mobile users have smartphones. As a result, credit unions can reach members quickly, more frequently, and on a more personal level. eMarketer (2011) indicates that smartphones are projected to be in the hands of 43% of mobile users by late 2015.

Instead of reaching credit union members merely with printed documents such as monthly account statements, electronic statements and documents provide the member a direct link to online offers and content. Also, by adding PURLs and QR Codes to transactional documents, correspondence, and direct mail pieces, there is an opportunity to generate an electronic response from the printed piece. Incorpo-rating these response mechanisms into printed documents can increase the market-ing effectiveness of the mailing. Results of campaigns can be measured based on response data.


from Trusted Credit Union.

ADVANTAGE FREE BASIC ACCOUNT 111-1111

LAST STATEMENT 11/05/10 96.71

2 CREDITS 3,500.00

2 DEBITS 693.56

THIS STATEMENT 12/06/10 2,903.15

_ _ _ _ _ _ _ _ OTHER CREDITS - - - - - - - - -




_ _ _ _ _ _ _ _ _ OTHER DEBITS - - - - - - - - -


ATM Withdrawal 11/11/10 15:03 2292 9576 MAIN STREET 11/12 100.00

ANYTOWN NY 009780

PAYMENT TO HOME EQUITY OPEN END LOAN <<Account2>> 11/22 593.56

- - - ITEMIZATION OF OVERDRAFT AND RETURNED ITEM FEES - - -

* * * C O N T I N U E D * * *

DFFFFAAATADTFFADAFFADDDTDAAFTFDTDDDDAAAATADAAAFTFDTTFDTDTTDAFAAAF

Sam Sample

123 Anywhere St.

Anytown, NY 12345

TOTAL FOR THIS

PERIOD TOTAL YEAR TO DATE

TOTAL OVERDRAFT FEES: .00 .00

TOTAL RETURNED ITEM FEES: .00 .00

ACCOUNT # STATEMENT PERIOD PAGE

632 Ellsworth Rd.

Rome, NY 13441

800.698.0299

Page 1111-1111

Sam, scan this code withyour mobile phone to accessyour special offer or go towww.cathedralpurls.com/QR

Sam,

MAKE A

SPLASH!��

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��

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12/06/2010

Percent of consumers who have scanned QR codes multiple times

38% 62%

Frequency of consumers scanning QR codes

Percentage of all mobile phone users who have smart phones. This is projected to increase to 43% by 2015

69% 31%

Mobile phone users who have smartphones

PURLs and QR Codes enable an opportunity to generate new business by targeting messages to members with offers that are relevant to them. The formatted designs can be highly customized with a member’s account information, therefore offering better target messaging and segmentation of audi-ence members.

This messaging from credit unions provides a clear response path for the credit union member to follow easily. Members feel comfortable respond-ing because they already know and trust their credit union. This new vehicle creates an electronic avenue to opt in, inquire, and apply for offers they have been selected to receive.

Utilizing electronic communications generates value in printed documents, shortens the sales cycle for new product sales, allows for concurrent campaigns, and increases the response to direct marketing efforts.

One of the major benefits of electronic com-munications (Web site and home-banking gener-ated inquiries) is that member click-throughs and activity can be monitored and tracked. When a member scans a QR image on the document with a mobile device, the member’s response can also be tracked and measured for success. These trackable responses make it easy to measure and increase return-on-investment (ROI) for a credit union’s printed communications. These tools are another way credit unions can yield more benefits and value from their existing customer data.

The Cathedral AdvantageCathedral Corporation encourages customers to use PURLs as a means of per-sonalizing electronic responses to targeted messages. QR Codes offer a similar electronic response method integrating reader inquiry using mobile applications. Cathedral enables credit unions to provide easy access to offers that are tailored to desired members. For credit union members, PURLs and QR Codes provide another vehicle of response to offers that address their needs. For credit unions, these technologies add value by capturing in real time their members’ responses to offers or customer communications.

Cathedral has included PURLs successfully in customer campaign documents, and the use of QR Codes is the natural outgrowth of the use of a data-driven response generation technology.

New Boats

5.50% APR*FOR 24 MOS.

Used Boats

6.50% APR+

FOR 24 MOS.

CLIENT SERVICES


from Trusted Credit Union

With a Boat Loan from Trusted Credit Union, it’ll be smooth sailing

ahead. We offer you comfortable terms and attractive rates on your

new or used purchase. Stop by your nearest Trusted Credit Union

branch and apply, or call us for more information.

You’ll set sail in no time with a Boat Loan from Trusted Credit Union.


800.698.0299 tcu.com

* New Minimum loan is $5,000 and maximum is $75,000. Rates and down payments based on credit score and term selected. Payment example - $10,000 for 24 months @ 5.50% = $444.70 per month. Only 2010 and newer purchased from a dealership, never registered or titled.+ Used 2004 to 2010. Minimum loan is $5,000 and maximum is $50,000. Rates based on credit score and term selected. 85% loan to value financing. Payment example - $7,500 for 24 months @ 6.50% = $337.88 per month. Additional rates and terms are available, ask a Branch

Banking Representative for details. Rates include a 0.25% discount for automatic payments. Insurance required, premium amount not included in payment examples. Current Trusted Credit Union loans will not be refinanced at these rates. Subject to credit approval

MAKE ASPLASH!

SourcesABI Research (December 2010). Mobile Commerce in the US to Reach $4.9 Billion This Year, Up From

Just $363M in 2008. Mobile Marketing Watch. Retrieved from: <http://www.mobilemarketing-watch.com/mobile-commerce-in-the-us-to-reach-4-9-billion-this-year-up-from-just-363m-in-2008-12086/>.

ATG (October 2010). Consumer Shopping Experiences, Preferences, and Behaviors. Retrieved from: <http://www.atg.com/resource-library/white-papers/atg-online-shopping-study.pdf>.

eMarketer (January 2010). How Mainstream Are Mobile Apps? Retrieved from: <http://www.emarketer.tv/Article.aspx?R=1008168&dsNav=Rpp:25,Ro:0,N:1141-861&xsrc=TagCloudPanel>.

MGH Marketing (February 2011). QR Code Usage and Interest Survey. Retrieved from: <http://mghus.com/assets/managed/QR%20code%20Stats%203%2021%2011%20FINAL.pdf>.

Mobio Identity Systems, Inc. (February 2011). The Naked Facts: QR Barcode Scanning in 2H-2010. Mobio Identity Systems, Inc.

Nielsen Company (December 2010). U.S. Smartphone Battle Heats Up. Retrieved from: <http://blog.nielsen.com/nielsenwire/online_mobile/us-smartphone-battle-heats-up/>.

ScanLife (April 2011). Mobile Barcode Trend Report Q2 2011. Retrieved from: <http://blog.scanlife.com/wp-content/uploads/2011/07/ScanLife-Trend-Report-Q2_2011_Final.pdf>.

Learn more about how Cathedral Corporation adds PURLs and QR Codes to member communications.

Contact Cathedral Corporation at: 800.698.0299 or e-mail us at [email protected]

Cathedral Corporation

Griffiss Technology Park

632 Ellsworth Road

Rome, NY 13441

phone 800. 698. 0299

www.cathedralcorporation.com

Cathedral can translate your critical communications needs into Cathedral EssentialsTM—high-value document and communication services that can include checks, statements, e-statements, invoices, and personalized direct mail, as well as complete data management and maintenance services. With over 80 years of experience and an absolute guarantee for accuracy and timeliness, you can count on Cathedral to deliver EssentialTM communicationssolutions that are as innovative as they are effective in positioning you for a vital future.

Contact us to learn more about how Cathedral can help you exceed your member expectations,receive application samples, or arrange for an online demo. We know that you live your commitment to your members. When you choose Cathedral, we live it, too.

PURLs and QR Codes White Paper for Credit Unions

Economy & Finance

Transcript of PURLs and QR Codes White Paper for Credit Unions