Creative Business Development Strategies

1. Creative Business Development Strategies Tyrone Richardson Business Development Manager AA Credit Union

2. Creative Strategies • What if you can find people to sell for you and be your “sales army” all over your market? • What if you can quadruple your business development staff and produce results for less than the cost of 1 additional business development person? • What if you can produce the same amount of accounts as a branch without that cost?

3. Corporate Approach Ambassadors • People in the environment of our target market that are influencers, “servicers” and advocates of the credit union • Nominal rewards- dinner, points, gift cards • Education- educate them on the movement, not just your needs • Involvement- involve them in what you do- not just what you want • Ensure they are members- then they can tell their story

4. AA Credit Union • Over 130 Coordinators • In 2007, they generated over • 500+ New members • 800+ New products • $2,000,000 in new loans • $650,000.00 in new deposits

5. We gave them… • Credit card points (less than 5% redemption rate) • Two training classes • A bi-annual cruise (paid for in part by vendors) • Lots of Kudos • Total Value: $21,000.00

6. Creative Strategies • What if you could give potential members and members a taste of what your credit union offers? • What if members could try your service, see your products and see everything your credit union can do for them? • What if a potential member can speak to a loan officer without being a member?

7. Open Houses • Showcase products and services the credit union offers • Showcase the branch and staff • Highlight the current promotions • Share the family benefits of members • Ensure subject matter experts are on hand to meet with potential members • Giveaways and takeaways are great reminder, but have a call to action offer

8. AA Credit Union 2007 we hosted: • 10 Open House events at various branches • Met with 4,638 members • Opened over 230 new products • Acquired over 300 new accounts (day-of) • Included Coordinators

9. The Cost… • We made money… • The average cost of the event was $880.00 • In June, • Guaranteed over 300 attendees • Offered product advertising and promotions • Charged $250.00 per partner • Generated $750.00 in revenue

10. Creative Strategies • How can you bring a large audience of potential members to your branch to hear your information? • How can you win favor with your SEG decision-makers? • How can you capture a targeted audience to deliver a specific message and sign them up right away?

11. Partnerships • Immerse yourself in your SEG • Partnership = Together with • Incorporate their activities into yours • Celebrate their accomplishments with them • Always ensure your visibility and good PR • Always use the opportunity to promote something new/special promotion

12. AA Credit Union • Annual Cinco De Mayo Celebration with SEG Company • Hosts of the Annual New Hire Reception for American Airlines • Sponsors and participants of the Annual National Professional Administrative Day at the C.R. Smith Museum • Sponsorship and participation at the DFW Airport Gatorade Drive

13. Areas of Focus How to grow… • Friends and Family membership • Youth membership • SEG membership • Word-of-mouth Marketing • Market-Specific (Hispanic) membership

14. Friends and Family

15. Youth Membership

16. SEG Program

17. Word of Mouth Marketing

18. Market-Specific

19. The End Questions?