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Marketers Use ‘Capture My Heart’ to Show Ease of Mobile Deposit
Wednesday, March 2, 2016 6:30 AM

Thirty credit unions participated in Catalyst Corporate's recent "Capture My Heart" campaign to raise awareness and usage of their mobile deposit services. Credit unions experiencing the greatest success were those able to generate strong member participation… effective marketing, no doubt! But, how did they do it?

This is the second year that Catalyst Corporate has conducted the Valentine-themed campaign. Credit unions encouraged their members to draw a heart on each check they deposited for a week via Mobile Capture. By doing so, they became eligible to win a $100 gift card awarded to a member at each participating credit union that met basic campaign requirements.

Some 344 A+ Federal Credit Union members drew hearts on checks they deposited via Mobile Capture the week leading up to Valentine’s Day. Participating in the campaign for the second year, the Austin, Texas-based credit union communicated campaign details to its members through multiple marketing channels, including email, branch signage, digital signs, an in-branch flyer, and a banner ad on its website that linked to a "Capture My Heart" landing page with campaign details.

A+ used the campaign marketing materials supplied by Catalyst Corporate as the basis for its promotional efforts. Digital Marketing Manager Twila Gamble explained that the credit union added its own special touch. "We also created postcards for members to take with them that provided a step-by-step guide showing the ease of mobile deposit," Gamble said.

An important component of A+'s success was staff involvement. "We encouraged each of our 20 branches to select one or two Subject Matter Experts (SMEs) to promote the program to their teammates and our members," Gamble said." The SMEs really got excited about this promotion, especially since it was connected with Valentine’s Day."

To incentivize the SMEs to promote the campaign, the credit union sent them Valentine conversational candy hearts, but ultimately, Gamble said, "Promoting mobile deposit is easy, because we want our members to experience the convenience of this service."

Meanwhile, La Capitol Federal Credit Union had 106 members participate in the "Capture My Heart" campaign. The Baton Rouge, Louisiana credit union announced the promotion in an email to members and on its website, as well as through signage in the branch lobbies. Information was also distributed to members, explaining how to download the credit union's Mobile Capture app and deposit a check remotely.

Did the campaign help recruit new Mobile Capture users? Yes, according to La Capitol Vice President of eCommerce Carla Corkern. Several branches reported "members being shown how to use the service and the members indicating they would be using it again," Corkern said.

"The campaign fit very well with Valentine’s Day. It was easy to implement and tied in with our staff’s current efforts to educate members on Mobile Capture," Corkern said. "For the past year, our front line staff has been educating members on how to use remote deposit by issuing them $1 checks to deposit while in the office."

Catalyst Corporate's Mobile Capture service allows credit union members to deposit checks anywhere and anytime using “smart” mobile devices. For more information, click on Mobile Capture under Services/Payment Services/Remote Deposit Services at catalystcorp.org.