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For $312 million/43,800-member Peach State Federal Credit Union, Lawrenceville, Ga., offering an exceptional digital sign experience for members is a priority.
Front and center is an attractive lobby loop on screen near the teller counter, with local, branded and community-driven messaging tailored for the credit union’s different locations and markets.
Lobby merchandising and treatment of screens are highly professional at all the credit union’s locations, which includes digital screen advertising in all 12 branches within eight different counties.
The select employer group-based credit union works with Kiosk & Display Company, Atlanta, to ensure every office is unique in its messaging and signage goals
Customized by Branch
Kristen Patton, SVP/marketing for Peach State FCU, explains that each branch features a customized message that includes a digital welcome by the manager. The screen includes the manager’s name and photo.
“The loop is personalized for an individual branch’s service area and may include special events, Facebook feeds for a particular SEG or school, or a unique message to SEG employees,” says Patton.
For example, another screen welcomed members who work at Gwinnett County Public Schools, one of the credit union’s SEGs.
The credit union keeps content fresh and relevant by varying the messages. It has featured motivational quotes, information about charity drives, financial education “Smart Tips” (such has how to save on gym fees and heating costs) and promotions for the credit union.
View a sample of Peach State FCU’s video loop . Each loop ranges from two to five minutes, which may vary by branch and member wait time.
The CU also capitalizes on its ability to animate the content.
“For example, clouds may roll in, cars move along the highway or lights twinkle,” says Patton. “Dynamic graphics keep members engaged and even entertained as they wait, while we convey our brand and promotional messages,” she adds.
Tidy Desks
For a heightened digital experience, the credit union is currently adding small desktop units the size of an iPad to its branch manager and member service representative desks.
“These (screens) will reinforce the messages on the larger lobby displays, assist with cross-selling and give the member the opportunity to touch the screen to retrieve campaign or product detail,” explains Patton.
The displays will contain only static images but will include a range of marketing and compliance information, enabling the credit union to remove some of the required notices that can clutter a desk.
Patton notes that with any digital sign format, the credit union has a captive audience.
“Having engaging content shows that the credit union is keeping up with technology,” she says. “For us, it provides a way to showcase quarterly promotions and financial education, and personalize the branch experience for each member.”
