Business View Magazine | October 2020

103 BUSINESS VIEW MAGAZINE OCTOBER 2020 FAMI LY SAV INGS CREDI T UNION accounts. Now everyone has a debit card that works right off your account, and we offer a robust internet ‘Net Teller,’ where you can log in to do transactions. Early on, before the apps, we established telephone banking, what we call the dial connection, where members could do transactions over the phone. We thought four lines would be plenty and we quickly realized we’d have to quadruple that.” Family Savings now has 21 phone lines, the result of increased use of those “convenience” avenues during COVID-19 because lobbies are closed. Back in March, when they originally closed the lobbies and just had drive-thru transactions and online and telephone products, the management team at Family Savings began to realize they could offer a plethora of services that don’t require members to physically come into the branch. So, going forward, will those lobbies become obsolete? Hill admits, “You don’t want to lose the personal touch and the interaction but so many people are now adapting to a different environment because of COVID. I envision much less traffic in the branch even when the lobbies are open as usual.” When it comes to driving traffic to its branches and website, flexibility rules the Family Savings marketing strategy. According to Lesli Bishop, Director of Marketing for FSCU, “Our more recent marketing plans have included several touchpoints to reach our rural market areas - newspaper advertising, billboards, and some digital, including geofencing businesses such as auto dealerships, large employers and big box stores. Due to current market conditions, we have shifted more of our dollars to mobile and digital ads targeting highly populated neighborhoods where people may be working from home, and to home-goods stores where people are shopping to complete home- improvement projects. We’ve also increased advertising of our home equity and recreation vehicle lending products for those with home improvement projects and to give those who are tired of being at home, indoors, a recreation