Carolina Postal CU Newest Marketing Campaign
By Joyce Moed

CHARLOTTE, N.C.–Carolina Postal CU newest marketing campaign isn’t based around a promotion or product. Instead it’s based on one its employees–17-year senior mortgage loan officer Joe Jones.

"We were brainstorming on what was going on in the mortgage industry, how to answer members’ concerns about their mortgages, their financial situation–and every time we had a question it was ‘Let’s ask Joe,’ ‘Why don’t we call Joe,’ or "Joe Knows,’" Watts said. "We finally turned to our marketing VP and said–‘Well, what do you think about using Joe in a promotion?’"

Deb McLean, VP, marketing and business development, said she "loved" the idea.

"Essentially we wanted to let our members know that we are safe and secured, and we are hanging on to our knowledgeable employees who can help them," McLean said. "We want our members to know right now ‘We are going to help you. We are going to figure this out together.’ When we were chatting about this we kept saying ‘What happens if …’ The answer kept being ‘Call Joe.’ He is experienced. He’s comfortable to talk to. He’s honest."

"So we called Joe in and told him we were going to make him the next Brad Pitt," McLean continued with a laugh. "He was pretty happy about that."

But, Carolina Postal thought it might be too overwhelming to rest the entire campaign on Jones. So, though Joe is the face of the campaign, his team of account managers are also included.
"We came up with a Team Joe concept, and had a lot of fun playing off a ‘Petticoat Junction’ theme without our account managers," McLean said. "They all have nametags with their names listed as Chrissy-Joe, Lindsay-Joe, Maddie-Joe, etc."

McLean also sent out a youtube video of Petticoat Junction in case some of the CU’s younger members weren’t familiar with the show.

McLean said the initial reaction to the campaign has been very positive.

"When the first postcard went out to our members, Joe got 98 voice mails in one week," she said. "Many were just teasing or just congratulatory, but most were ‘Oh yes, please help me understand my situation,’" McLean said.

When a follow-up email blast went out the following week, Jones received 78 voicemails and multiple emails the same day. The biggest challenged was that "Joe takes his reputation with the members seriously and wanted to follow up personally with every single response," Watts said. "We had to encourage him to rely on his team of Joes to help out with the initial response."
"He has been very busy," McLean said.

The "Joe Knows Mortgages" campaign is planned to last three months, but if the response continues to be strong it will be incorporated throughout 2009 with other CPCU loan products, McLean said.

The primary reason behind the campaign, McLean stressed, is to let its members know it will not be laying off its experienced employees.

"The whole thing is playing up our experience," she explained. "We don’t have a promotion right now. Many have called that have good rates and Joe has told them they are well taken care of and shouldn’t refinance, even if their mortgages are with a competitor. It’s not about the rate. It’s about the experience and the advice."

The campaign cost the CU about $5,000, McLean said, which includes the Web, artwork, banners for all four branches, mailings, email blast, an on-hold message, a photographer to take pictures of Joe, and stand-up life-size cut-outs of Jones for each branch.

"He just thought that was hilarious," McLean said of Joe’s reaction. "It’s a lot of fun, too, so they’ll each have a Joe in the office."

Jones also plans to visit the other branches. His visits will be promoted as "Come Meet Joe."

It’s too soon to know the ROI, McLean said, but she expects to be impressive.

"We already have several mortgages in the works we know are driven from this," McLean said. "If it continues into the summer we may change it to ‘Joe Knows Car Loans.’"

McLean said a promotion like this may benefit other credit unions.

"You always need to look for something to set yourself apart," she said. "Look within at what your strengths are. It’s your employees. That’s your greatest asset. Where else do you find your uniqueness? Your employees really want to help the members. That’s really what differentiates us. I think this would be a smart thing for any credit union."

"The biggest thing if you get  good response is don’t overwhelm your Joes," McLean advised. "Make sure to have the support on hand. We keep checking in with him. You want to make sure the support is in place for them."