Alex CastleyEngagement & Communications Manager Integris Credit Union ($1.25B) Prince George, British Columbia, Canada

NTCUE Finalist - Alex CastleyIntegris Credit Union; North-Central British Columbia, Canada

Integris’ Challenge

It’s 2013… !

… over 50% of our Membership is older than 50 years old !

… we are experiencing decreasing Membership growth of the 25-44 year old demographic

!

… we are a static presence; have a lack of differentiation !

My Solution

FUN!!!

My Solution

Engagement!

My Project

• Recognize engagement as a Competitive Advantage

• Philosophy and Strategy

• Tactics depend on YOU

• Primary Focus • Attracting 25-44 Year Old

demographic by using engagement and FUN

Engagement

Building meaningful and personal relationships … !

… with our Members, Staff and Communities … !

… through unique experience, communication and involvement…

!

… to create buzz.

Engagement - Why?

• Increase Member growth and retention

• Improve appeal in our communities

• Create a better understanding of who we are - both Integris and a Credit Union - and what makes us different!

• To be a great place to work!

!!

!

We are… !

Story-Sharers !

Story-Sellers !

Memorable !

Engagement - How?

We Are Story-Sharers

• Build engagement using our Members’ stories… told by our Members!

• Ask for feedback and document our Members’ positive experiences

• Capture their voice

We Are Story-Sellers

• #storyseller #confused

• We tell our story using local people… our staff!

• Educate the public in an entertaining and engaging way

We Are Memorable

• Be outrageous and different

• FUN is contagious!

• Involve others to create memories and positive associations

What Else?

Must be supported by the top… !

… but come from the grassroots !

Staff must have resources and autonomy to be engaging

!

CANNOT outsource

Return on

Engagement

Membership GrowthPe

rcen

tage

Gro

wth

(Oct

. - O

ct.)

-20%

-10%

0%

10%

20%

30%

40%

Age Range

25-44 Year Olds

32.4%

(10.2%)

2012/2013 2013/2014

Membership GrowthPe

rcen

tage

Gro

wth

(Oct

. - O

ct.)

-20%

-10%

0%

10%

20%

30%

40%

Age Range

All ages (except 25-44 Year Olds)

6.7%

(7.8%)

2012/2013 2013/2014

Return on Engagement

First 6 months of 2014…

• Lending Results

• Achieved 172% of 6 month target!

• Deposit Results

• Achieved 156% of 6 month target!

Engagement Summary

• Engagement is the strategy… FUN is the tactic

• Engagement has made us into a FUNancial Institution

• Engagement can help increase member growth and retention

• Engagement can serve as a differentiator and competitive advantage

– Michael Kerr; Author & Motivational Speaker

“You need to stand out from the herd in order to be heard! If you aren’t different in a compelling way from your competitors, then why is anyone

going to be loyal to your business?”

How Do You Engage?

Q&A with

Alex