Collaborative Marketing Service Kicks into Overdrive

Xtend, Inc., a Grand Rapids, Michigan-based multi-owned cooperative CUSO, reported that participation during the first four months of its new collaborative marketing service has exceeded preliminary expectations.  The new service, called CU*OverDrive, provides the turnkey execution of a full year of marketing campaigns for participating credit unions.  The campaign calendar was developed during a series of focus group meetings in conjunction with fellow CUSO, CU*Answers, Inc.

According to Julie Gessner, Xtend’s Manager of Communication Services, the service is off to a faster start than expected. “Since this was the first year we offered CU*OverDrive, our preliminary estimates for both credit unions participating and the amount of collateral materials we would need to deliver to members were based on focus group surveys,” said Gessner.  “The sixteen (16) partner credit unions that signed up for the service helped get us off to a fast start, and through the first four months of the year we have delivered more than 175,000 campaign collaterals to members.  The initial campaigns have included Switch Kits, and focus on industry awareness, lending, and identity protection.”

According to Gessner, they expect the number of CU*OverDrive campaigns and participants to grow significantly in 2011.

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