PR Campaign By: Amber Schultz Before We Get Started… CUNA vs. CUNA Mutual Group vs. CUNA Credit Union (Now Great Wisconsin Credit Union) – Name associations – Locations – Relationships between them – Differences between the three Goals Strengthen the corporate culture Maintain and build positive relationships with credit unions and their members internationally Increase the number of retirement plan participants SWOT Analysis Strengths – Leader in financial services to credit unions and their members worldwide Specialized niche credit unions – Been around since 1935, nonprofit mutual insurance company – High Fitch Rating (AA-, Very Strong) Weaknesses – Number of credit unions in industry is decreasing – Lots of layoffs in the company due to efficiency issues Loss of faith in company Loss of corporate culture – Arrogant reputation SWOT Analysis Cont. Opportunities – Could go public and sell stock – Offer new types of insurance currently not available Crop insurance to farmers, auto insurance Threats – Other insurance providers specifically Vanguard, Principal Financial, Fidelity and Minnesota Life – Banks and other financial institutions – Legislative regulations that could change credit union’s tax-exempt status Target Audiences CUNA Mutual Employees Credit Unions and their members – Current clients and prospective clients Generation X and Y credit union employees CU Leagues Non-credit union members – Prospective credit union members (farmers example) Messages CUNA Mutual is a great employer CUNA Mutual is the leader in providing financial services and insurance to credit unions worldwide (credible) “We want to be your partner” – Want to create financial security for credit unions and their members and to be the best at serving our policyholders CUNA Mutual is actively involved in the communities it serves The Main Objective to Strengthen the Corporate Culture Is to Effectively Communicate the Mission, Goals and Brand Promise of CUNA Mutual to All Employees Strategy 1: Keep internal staff educated and informed on all products and services provided by CUNA Mutual – Intranet system with access to all PDF forms of products, brochures, booklets, codes, presentations, etc. Brand promise, logo, slogan should carry through on all documents, e-mails, communications internally – Provide training sessions and monthly meetings for questions, updates, changes, etc. – Offer optional computer/informational classes for individuals seeking extra help or guidance in an area on a one-on-one level – Have hard copies of all product summaries available to everyone – Conduct phone conferences for updates or hand-on computer demonstrations – Provide access to competitor’s products – Require mandatory tests for advancement designations Effectively Communicate the Mission, Goals and Brand Promise of CUNA Mutual to All Employees Strategy 2: Raise employee loyalty and keep employees pleased – Provide competitive pay and benefits – Provide equal opportunities for advancement – Keep employees challenged with multiple tasks – Conduct monthly one-on-one meetings with managers – Conduct periodic (annual/semi-annual) confidential surveys to employees for feedback and ideas – Make sure all employees are know about and are comfortable with a crisis communication plan – Give employees incentives for hard work Blue jeans Fridays Seasonal parties Treat days Grill outs The Main Objective to Build and Maintain Relationships With Credit Unions and Their Members Is to Provide the Highest Quality Customer Service and Care Strategy 1: Provide quality products that are easy to access – Do some research and keep products competitive Availability and price-wise – Send out surveys to clients to see what their specific wants and desires are (rate the current service) – Provide 24/7 internet access for clients to their plans – One point of sales contact instead of multiple ones – Live people taking phone calls instead of machines Provide the Highest Quality Customer Service and Care Strategy 2: Continue to be leaders and contributors in the community – “People Helping People” – #1 corporate donor to The United Way in Madison and Waverly, Iowa – Match or raise donations to current organizations CUNA Mutual already supports Filene Institute, Children’s Miracle Network, Natural Disaster Relief funds, financial literacy programs, etc. – Offer opportunities for employees to volunteer – Offer grants to other nonprofit agencies – Sponsor local community events for walk/runs – Have donation boxes for certain charities or organizations in the offices The Main Objective to Increase Retirement Plan Participation Is to Raise Awareness of the Program Strategy 1: Reach out to generation X and Y credit union employees and members – Use direct mailings to get them thinking about their retirement plans – Provide access to online resources – Send out retirement plan calculators – Send pamphlets/brochures about different retirement plans offered by CUNA Mutual – Send out e-mails – Web advertising on their credit union’s page – Advertisements in credit union magazines/newsletters Raise Awareness of Retirement Plan Programs Strategy 2: Reach out to non-credit union employees and members – Provide new types of insurance to benefit non- members to get them to join a credit union and use the services – Promotion incentives for new members – Offer credit union discounts for a certain quota of new members in a certain time period – Offer lowered interest rates to new members via print ads, TV commercials or radio ads Evaluation Conduct research to find out if: – Employee satisfaction within CUNA Mutual increased – There is a clear understanding of the CUNA Mutual mission, goals and brand among employees – Customer satisfaction increased – There are more clients with CUNA Mutual than before – More products and services are being used New services like crop insurance – There is an increase in Generation X or Generation Y plan participants (Which is more? Which had a higher focus?) – Discounts and promos were being taken advantage of Increases in number of credit union members Questions?
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