Member Education-based Marketing Makes a Difference
John Brenkovich is an investment program manager with UNFCU Investment Centre in the heart of New York City.¹ He was recently named the 4th highest producing program manager by Bank Investment Consultant Magazine.
He attributes much of his success to his credit union’s ability to generate referrals using a proactive member- education approach. “Our members have so many different needs based on their stage in life. They are looking for answers – easy to understand information to help them make decisions. “If we are the ones to provide it,” says John,“they come to us first.”
UNFCU Investment Centre uses an education-based marketing system from Truebridge, Inc. called Cross Sell Advantage. Using this approach, UNFCU is able to provide their members with helpful guidance on literally hundreds of financial topics, just when their members need it. Members can access this information anytime from the UNFCU online Financial Answer Centre where content can also be easily downloaded into a series of “Quick Guides.”
“These Quick Guides,” says John, “are not about pushing a specific product. They are designed to provide easy to understand educational information on specific topics.” Each has the look and feel of an educational white paper under the UNFCU brand and includes the photo and contact information of the financial advisor at UNFCU who can help.
The system makes it easier for frontline branch staff to make referrals everyday. “It is really very easy to use. Our branch people have simple marketing materials that offer a series of free guides. Members really like this approach and so do the employees – who feel more confident knowing that they are providing the member with something that is timely and valuable.” “When the member asks for a guide,” says John, “it starts a dialogue and makes it easy for the branch staff to make a referral to one of us.”
About John Brenkovich
John has been the manager of a team of financial advisors at the UNFCU Investment Centre in New York City for the past four years. He was recently named to the Bank Investment Consultant Magazine’s inaugural list of top 20 program managers, placing 4th nationally, and featured in their June 2008 issue. He has been in the retail sales side of the securities industry for over 19 years, spending his entire career working as a financial advisor and branch manager. Prior to UNFCU, he served in a similar capacity for a larger regional firm.
View PDF Version
[Download]
¹ UNFCU Investment Centre is a division of UNFCU Financial Services, LLC, a wholly owned subsidary and credit union service organization of United Nations Federal Credit Union.
