NAFCU Journal July August 2021

47 THE NAFCU JOURNAL July–August 2021 Creating partnerships with local libraries along with opening two student-run high school branches in the last two years has reinforced SECNY’s mission and reputation as a community- focused institution and reliable place to obtain service. Fame in its Career Center for recognition. Graduates are then encouraged to take those skills outside of the branch and start growing relationships! Striving to be SMART (Service-Driven, Mobile, Agile, Responsive, Team-Oriented) Service-Driven: SECNY has invested numerous hours and resources in pro- moting financial literacy in our schools and communities. As Aerik Radley, our Director of Education Marketing says, “If we teach about it, our products and ser- vices should allow members to practice what they’ve learned.” When members can learn to make responsible decisions, they stay con- nected and develop a deeper trust in their financial relationship. Creating partnerships with local libraries along with opening two student-run high school branches in the last two years has rein- forced SECNY’s mission and reputation as a community-focused institution and reliable place to obtain service. Student branches have also offered the opportu- nity to impart not only financial skills, but also real-world job skills. Each produces managers, member service representa- tives and a marketing representative and all are trained by SECNY employees and school staff. Mobile: Continuity for student branches presented an additional challenge during a pandemic year. Opening the branch in the traditional sense (inside the school) was not possible due to COVID restric- tions. Our team shifted gears with both to establish remote digital projects instead, including developing official student branch landing pages and financial play- lists for SECNY’s YouTube channel. Agile: Prior to COVID, opening a SECNY account occurred either in person or via online lending. In the absence of a core-integrated application, the immedi- ate need meant adjusting and demanded a personalized approach quickly. A cus- tom platform was created by marketing/ member services, branch staff and web developers. Affectionately called CIAO (Contactless Initial Account Opening), the web form allowed people to start the account open- ing process online and finish via video conference from the comfort of their couch, kitchen counter or office chair. Responsive: As we monitored youth programming for further development, it became apparent there was often uncertainty about how to establish credit. This led to a lending/marketing match-up and introduction of Credit Kickstart—uniquely built to help those with no credit history begin on the right path responsibly with the credit union as their guide. Team-Oriented: Allowing staff to actively participate in something as simple and fun as a lobby display contest sparks team spirit. SECNY offers a “Cre- ative Genius” award and challenges each branch to a themed decorating contest (centering on an event, product or ser- vice) at select times throughout the year. Community members are enlisted as voters and the branch that wins receives the coveted “CG” trophy to display. Credit unions by nature are helpers as we all navigate life and identify ways to be there for each other. True marketing goes beyond the postcard. Successful plans involve proactive research, sharing time and talent within communities, fostering a sense of staff pride and continuous positive reinforcement. Courtney Fulmer is chief experience officer for SECNY Federal Credit Union in Syracuse, N.Y.