Campaign Results
We effectively and consistently conveyed ASI's core messages to our primary audiences. As we executed the strategy, member attitudes and perceptions became increasingly more positive.
ASI branch managers and assistant managers gained a thorough understanding of our core messages and were able to communicate those messages to their subordinates and members. Also, ASI top executives learned a great deal about how ASI can improve upon external and internal communications strategies.
ASI Federal Credit Union
Challenge
Develop a communications strategy to mitigate ill-will toward ASI by its members as a result of a technology upgrade. ASI members encountered an array of problems with their debit and ATM cards. For example, members would attempt to use an ATM machine, and not only would they not receive their cash, they would be charged several times for that one transaction.
Audiences
- Individual ASI members
- Employee groups and companies
- ASI employees
Communications Objectives
- Establish a clear and consistent platform to convey to ASI members that recent ATM and P.O.S. problems occurred because ASI upgraded its technology infrastructure
- Communicate to members that upgrade is to streamline banking solutions
- Educate ASI on the issues
- Teach ASI employees to communicate platform to ASI members
- Mitigate ill-will toward ASI resulting from members' ATM and P.O.S. problems
Program Components
- Letter from CEO
- Series of statement inserts
- Website page dedicated to the challenge
- Message training program for ASI branch managers and assistant managers (which were also used to evaluate ASI's internal communications structure)
- Telephone hotline dedicated to the challenge
- Leverage member companies' ability to communicate to their employees (ASI employee groups) through company newsletters, intranets, etc.
- "Above and Beyond" program to sincerely convey ASI's gratitude for members' understanding and loyalty to the credit union
