Award Winning Design
Congratulations to Tom Hartvigsen at CU-SERVE graphic design!
Thanks to his outstanding skills, the Utah League of Credit
Unions received first place in the Pro & Blockbuster awards
for Best League Annual Report or Yearbook. The League also
received honorable mention far the Best League Publication--Magazine.
Tom's layout and design contributed heavily to both of these
awards!
The Credit Union (Marketing) Difference
Credit unions are unique creatures. Not only are they structurally
different from other of companies, but even their marketing
practices are different.
"One thing I've noticed with credit unions is that their
marketing isn't strictly promotional in nature," Tom
Hartvigsen, CU-SERVE's director of graphic services, said
in a recent interview. "They also have a community service
aspect that isn't as apparent in marketing of other types
of companies."
Tom has worked in graphics and marketing for 20 years, the
last two of which he's spent working with credit unions throughout
the state.
"Credit unions spend a lot of time educating members
about how to manage their money and prevent fraud. There's
a lot of that," Tom said. He works with credit union
clients to produce an array of marketing materials, from newsletters
to graphics for web sites. "There are a lot of activities
that really show the credit union philosophy."
Tom started his career in a design agency, then moved into
the auto industry, where he worked for a parts manufacturer
and distributor. He also had his own design business for a
short time, but decided that accounting and bookkeeping wasn't
for him-he could work at a company not have to worry about
any of that and still do what he loves. So, he found his current
position at CU-SERVE.
CU-SERVE graphic services specializes in serving credit unions
that outsource design work. Brochures, newsletters, inserts,
direct mailings-CU-SERVE does it all. No matter the size of
your credit union, CU-SERVE offers exceptional work for a
competitive price. But that's not all they do.
"We do a lot more than just graphics," Tom said.
"I also help credit unions create marketing plans and
do member surveys."
He generally works on marketing plans with mid- to small-sized
credit unions that don't have a dedicated marketing staff.
He'll often visit the credit union president and other staff
after a strategic planning, and together they map out specific
strategies to meet marketing-related goals set forth in the
strategic planning. Generally the marketing plans cover one
year, and outline general strategies, such as what kinds of
media or promotion methods to use.
"That's really something to think about," Tom said.
"The status quo may not be the best way to go."
He said that just because a marketing piece looks nice, doesn't
mean its effective.
Tom gave the following example: a credit union can opt to
spend a lot of money on a full color brochure or mailing for
members, but might be able to make a two-color item that is
just as effective. Then the credit union has money to use
for something else, perhaps a follow-up post card.
Most credit unions do newsletters, and while they're important,
they may be slimmed down allowing money to be spent elsewhere
more effectively. "It's important to evaluate what you're
trying to accomplish. If you want to inform or teach, a
newsletter
may be good. However, promoting a new rate or loan program
may be accomplished just as effectively outside a newsletter,
perhaps in a statement insert or on a post card. Newsletters
may be as well-read as an insert or post-card."
A marketing plan-especially a long-term one designed for
an entire year-should remain flexible. "Of course any
marketing plan will change throughout the year as the market
changes," Tom said. "For example, in 2001, marketers
had to shift the focus from getting more savings to making
more loans."
To help credit unions know what products to offer, or how
to adjust current services, CU-SERVE also conducts member
surveys. The surveys gauge the desires and opinions of members.
How do they rate the quality of service, the services offered,
or what services would they like to see? All the newsletter
articles or statement stuffers in the world won't do a lot
of good if you're not meeting members needs.
Additionally, CU-SERVE marketing provides graphic design
and layout services. Tom can design the following items for
your credit union:
- Newsletters
- Statement inserts
- Direct mailings
- Letterhead
- Business cards
- Annual reports
- Ballots for annual meetings
- Posters or banners
- Graphics for web sites
- Forms, credit applications
If you're interested in what CU-SERVE graphic services can
do for your credit union, contact Tom at 972-3400 ext. 304
or 800-662-8684.
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