cardnavsm by co‑op marketing guide sm co-op conducting your launch 4 select your elements first,...

MARKETING GUIDECardNavSM by CO‑OP

CardNavSM by CO‑OP

2Contents

OVERVIEW .....................................................................................3

CONDUCTING YOUR LAUNCH ..........................................................4 Select Your Elements ....................................................................4

Training ....................................................................................... 4

Launch Day .................................................................................... 5

Follow Up ..................................................................................... 5

Ongoing Marketing ......................................................................... 5

CHOOSING YOUR TACTICS ..............................................................6 Website Promotion ....................................................................... 7-8

In-branch Experience .................................................................. 9-10

Online and Mobile Banking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Card Issue .............................................................................. 12

Email Campaign ........................................................................ 13-18

Direct Mail .................................................................................... 19

Newsletter .................................................................................. 20

Social Media ..................................................................................20

Other Ideas ................................................................................ 21

TIMELINE ................................................................................22‑23


3Overview

The benefits of CardNavSM by CO‑OP, how to launch it and how to gain rapid card holder adoption.The CardNav app lets debit and/or credit card users set how, when and where their cards can be used via smartphone—providing unprecedented security and control. Members instantly set their card preferences and receive convenient, in-app updates to monitor card usage and track spending.

With this marketing guide, you can: 4 Create broad awareness of CardNav within your cardholder base,

utilizing as many communications channels as available.

4 �Clearly�communicate�the�app’s�value�proposition,�features�and�benefits, and drive application downloads.

The tactics in this guide are based on industry research on the marketing of mobile applications and the combined experience of CardNav users. Choose the ideas that make the most sense for your�cardholders�and�that�fit�into�your�unique�culture.

The Launch Plan on the next page details the marketing items, tasks, and best practices needed in order�to�introduce�CardNav�to�market�and�maintain�a�successful�program.�You’ll�find:

4 A description of each item in the plan

4 Production specs for creating each item

4 Timelines for production

TIP: If you create your own materials, use these key benefits

CardNav Lets Members:

• Turn card on and off

• Set a location boundary where card can only be used (i.e., Chicago)

• Keep the card active only around your immediate location

• Use the card for online purchases and then turn it off after orders are placed

• Restrict card to work only with certain types of merchants (i.e. enable grocery stores while turning off restaurants)

• Set spend limits for card transactions, and keep spending in check

• Get instant alerts each time card is used

TIP: With any product launch, awareness is key. It is imperative to utilize as many member touchpoints as possible to ensure a successful product rollout. Need additional guidance? Contact your CO‑OP SRM who will be happy to assist you with our custom marketing services.


4Conducting Your Launch

Select Your ElementsFirst, choose the components best suited to your marketing campaign using the steps below. All CO-OP materials are customizable so you can add your own logo and contact information. Don’t see exactly�what�you�need?�Contact�your�CO-OP�SRM�with�any�questions�you�may�have�or�to�schedule�a�marketing consultation today.

TrainingSuccess depends on involving each of your branches and other member-facing staff in your CardNav launch. Keep the following points in mind to effectively engage your team.

IDENTIFY desired tactics

in the Choosing Your Tactics section

(pg. 6)

DECIDE whether to use CO-OP’s assets

or design your own

REVIEW the sample timeline to see lead times for various assets

(pg. 22-23)

CUSTOMIZE with your own logo

and contact information if using CO-OP’s

materials

PREPARE branch managers

with the tools and information

they need

INSPIRE staff with company-wide kickoff event or

letter from a high-level executive

ENSURE staff members have marketing

materials onsite for go-live date

DESIGNATE a product expert as a resource at

launch and immediately after

A or B

My Credit

Union


5Conducting Your Launch (continued)

Launch DayOn launch day, all marketing materials, web assets, and other collateral should be deployed. A designated product expert should be available for at�least�the�first�week�to�help�frontline�staff�with�questions.

Follow UpBe sure to stay engaged with your business managers with a follow-up call to see how the program is performing and discuss any ideas for improvement.

It’s also important to hear from your members and employees. A simple survey following the launch will make them feel valued and help you make�any�necessary�modifications�to�your�campaign.�Knowledgeable�employees who can speak to your members about the product will drive continued success.

Ongoing MarketingA well-coordinated launch that includes follow-up can continue to drive significant�adoption�of�CardNav,�even�after�several�months.�Offering�a�simple email or in-branch campaign once a month with a CardNav tip will help keep the product top-of-mind.

GO

TIP: Designate the person on your team who is most involved in your CardNav implementation to serve as a product expert for staff questions—or ask your CO‑OP representative about available resources.

TIP: Consider repeating many aspects of your program (in-branch, web presence, etc.) about six months after initial launch and thereafter.


6Choosing Your Tactics

In�this�section�you’ll�find�examples�of�a�variety�of�tactics�from�which�to�build�your�marketing�campaign. For each selected tactic, you may choose to design and produce your own materials. Alternatively, you may choose to use the pre-designed materials presented here. They are available through the CO-OP Marketing Portal, ready for customization with your credit union’s name and logo.

To�access�materials�through�the�CO-OP�Marketing�Portal,�follow�these�steps:

Step 1Visit CO-OPfs.org/MarketingPortal and sign in with your CO-OP Extranet username and password, which you can obtain from your Extranet Administrator. If you are not sure who the Extranet Administrator at your credit union is, please contact the CO-OP Financial Services Client Services Department at 1.800.782.9042, option 2 or [email protected].

Step 2Once you are in the Marketing Portal, click on “Product Promotions” at the top of the page.

Step 3Once you are on the “Product Promotions” page, click CardNav by CO-OP in the navigation bar on the left of the screen.


7Choosing Your Tactics (continued)

Website PromotionYour�website�is�highly�visible,�and�for�most�cardholders,�it’s�the�first�touchpoint�for�services�provided�by�your�credit�union.�Leverage�your�site�with:

4 A robust, dedicated app landing page that includes positioning of the app, links to the app stores, and FAQs.

4 Banners on relevant web pages, i.e., Home Page, Security, Debit Card, Checking/Savings Accounts. Banners would link to the app landing page.

4 �Banners�or�links�to�the�product�video�on�relevant�home�pages:�Videos,�Home�Page,�Security,� Debit Card, Checking/Savings Accounts.

Marketing�website�assets�available�on�the�Marketing�Portal�include:

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Web Banner | 980x295 pixels






Website Promotion (continued) Website�promotion�assets�available�on�the�Marketing�Portal�include:





In‑branch Experience The face-to-face relationships that your branches provide can lead to high adoption rates. Consider these�tips�for�an�effective�in-branch�promotion:

4 Educate your frontline personnel about CardNav and include them in a member-employee beta test prior to rollout to your full membership.

4 �Hand�your�cardholders�a�buckslip�or�flyer�at�the�teller�line—right�after�they�swipe�their�card�to�start a transaction.

4 Designate an employee in each branch as a technical expert to help members download the app and set initial controls.

4 Run a product video on in-branch monitors.

4 Display in-branch signage and giveaways.

4 Implement a frontline incentive promotion offering direct compensation per product download.

4 Have your branches or frontline personnel/relationship managers compete for how many cardholders they can encourage to set up controls, and award prizes to the winners weekly or monthly.

Assets�for�a�successful�in-branch�promotion�available�on�the�Marketing�Portal�include:

Buckslip | 8.5x3.5 inches front back

Protect your cards with real‑time control.

Turn cards on, off, and back on again, in seconds. Use GPS to control transactions within a designated location. Limit card use to specific merchants or purchases. Control spending by setting limits to match your budget. Receive real-time, in-app card-use notifications and spending-limit alerts.

Protect against <debit or credit> card fraud and misuse—in real time—via your smartphone.

Set the terms for when, where and how your cards are used—anytime, anywhere.

Make the most of your <YOUR CU NAME> cards by downloading the CardNavSM by CO-OP app today.

Don’t have a card with us? Call <xxx-xxx-xxxx> today or visit <insert URL>.The Apple logo is a trademark of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc. Google Play is a trademark of Google Inc. ©2015 CO-OP Financial Services

TIP: Demonstrate CardNav with an in‑branch video available on the Marketing Portal.



Poster | 22x28 inches

In‑branch Experience (continued) Assets�for�a�successful�in-branch�promotion�available�on�the�Marketing�Portal�include:

Now you can instantly set the terms for when, where and how your cards are used.

Download the CardNavSM by CO-OP app to your smartphone today.


The Apple logo is a trademark of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc. Google Play is a trademark of Google Inc.

©2015 CO-OP Financial Services

Flyer | 8.5x11 inches






Button | 3 inches

Ask me about

card protection

Table Tent | 7x5 inches




Download the CardNavSM

by CO-OP app to your smartphone today.





Protect your cards with real-time control.




Online and Mobile Banking Cardholders are highly engaged when they are performing a transaction using online or mobile banking. These�sessions�are�a�great�vehicle�for�promoting�CardNav:

4 Place banners on relevant online banking web pages (i.e., Balances, Transactions) that link to your landing page and video.

4 Consider promoting CardNav on the log-off page.

4 �Place�banners/links�to�the�video�on�relevant�home�pages:�Videos,�Home�Page,�Security,�Debit�Card,�Checking/Savings Accounts.

4 Use an interstitial page (i.e., upon login, show lightbox above Balances page) that links to a robust landing page for online, or directly to the app stores for mobile.

Assets�for�your�online�and�mobile�banking�campaign�available�on�the�Marketing�Portal�include:








Card IssueThe card is front and center when it is being issued. This presents an ideal opportunity to promote CardNav�in�context.�You�can:

4 Include a buckslip with the card carrier.

4 Add a sticker to the card itself (self-produced, not available on Marketing Portal).

4 Add a message to the authorization phone call or online experience.

4 Create an email to follow up a card issue.

4 Have your relationship manager follow up with a phone call after card activations.

4 �If�working�with�a�fraud�situation,�insert�buckslip�or�flyer�with�outbound�letter.

4 For “Instant Issue” of cards in the branch, be sure to see “In-branch Experience.”

Assets�for�card-issue�promotions�available�on�the�Marketing�Portal�include:

Sticker | Designed and produced by credit union

Buckslip | 8.5x3.5 inches front back





Make the most of your <YOUR CU NAME> cards by downloading the CardNavSM by CO-OP app today.

Don’t have a card with us? Call <xxx-xxx-xxxx> today or visit <insert URL>.The Apple logo is a trademark of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc. Google Play is a trademark of Google Inc. ©2015 CO-OP Financial Services



Email CampaignSince most members view their email via mobile phone and tablet, a sustained email campaign to promote�CardNav�is�highly�recommended.�Your�members�can�quickly�go�from�viewing�the�email�to�downloading CardNav from the app store.

4 Launch with multiple emails, especially to members who use online and mobile banking. Include initial introduction and follow-ups that feature different aspects of CardNav. Recommended timing using�the�content�on�pages�14-17�in�your�credit�union’s�own�email�format:

- Initial launch

��-��1�week�after�launch:�Tip�one:�location�controls

��-��2�weeks�after�launch:�Tip�two:�merchant/channel�controls

��-��3�weeks�after�launch:�Tip�three:�alerts

4 Use the email templates on page 18 to periodically remind current members and educate new members about CardNav.

4 �Include�a�link�to�a�video�from�the�Marketing�Portal�highlighting�the�benefits�of�CardNav.�

Assets�for�Email�campaigns�available�on�the�Marketing�Portal�include:

Email Banner | 728x90 pixels



Email Campaign (continued) AS PRIMARY CONTENT:

First Email – Introduction to Card Controls

[Subject Line] Protect Your Cards with [name]

[Banner]

[Body copy]

Now the power to protect your cards is in your hands.

Major [Debit or Credit] card compromises seem to be a daily occurrence. If your card is compromised, you are stuck changing account numbers, notifying vendors with recurring payments, and updating e-commerce sites.

[Credit union name]’s [product name] gives you unprecedented control and security over your�[credit�union�name]�[debit�or�credit]�card.�Use�our�FREE�app�to:

• Turn your card off when you aren’t using it.

• Get immediate alerts each time card is used.

• Set an area where card can only be used (i.e., [City])

• Keep the card active around you — your card can be used wherever you are but nowhere else.

• Restrict the payment card to work with certain types of merchants (i.e. enable grocery stores while turning off restaurants).

Fraud stops at the source. Alerts help you verify purchases. [Credit union name]’s [product name] is another FREE service that makes your life easier.

[Closing phrase]

[Apple store and Google play logos]




Second Email – Tips on Location Control

[Subject Line] How to Protect Your [Debit or Credit] Card

[Banner]

[Body copy]

Now the power to protect your cards is in your hands.

Have you checked out our latest FREE service that makes shopping safer and easier?

[Product name] gives you unprecedented control and security over your [credit union name] [debit�or�credit]�card.�Use�our�FREE�app�to:



•��Set�preferences�for�when�your�card�will�work:�by�merchant,�sales�channel�type,� and location.

Now�here’s�a�tip:�Make�your�card�work�only�where�you�are!�When�you�set�up�a�location�control, [credit union name] relies on the GPS on your smartphone to pinpoint where you are. Your purchases process as always. But if your card is used outside your location, it won’t work.

Download [name] now.

[Closing phrase]





Third Email – Tips on Merchant & Channel Controls

[Subject Line] Control Where Your Card Can Be Used

[Banner]

[Body copy]

When you use our FREE app, [product name], you get the power to protect your cards. You�can:




Now�here’s�a�tip:�Turn�off�merchants�and�sales�channels�you�don’t�frequent!�Say�you�rarely�buy items online. Turn off “e-commerce.” Say you are not traveling soon. Turn off “travel.” Card hackers cannot use your account for these transactions.


[Closing phrase]





Fourth Email – Tips on Alerts

[Subject Line] Customize Alerts for Card Purchases

[Banner]

[Body copy]

When you use our FREE app, [product name], you get the power to protect your cards. You�can:




Now�here’s�a�tip:�Set�up�some�alerts.�You�can�set�[product�name]�to�alert�you�for�every� purchase — even just authorizations, for example when you check into a hotel. Alternatively, you can designate that purchases at certain sales channels or types of merchants generate alerts.�For�example,�get�an�alert�for�online�purchases,�but�not�in-store.�The�choice�is�yours!


[Closing phrase]



18

Email Campaign (continued)

Assets�for�sustaining�email�campaigns�available�on�the�Marketing�Portal�include:

eBlast | Star t protecting your cards today.

eBlast | Get the most from CardNav.

eBlast | Protect your cards with real-time control.

Choosing Your Tactics (continued)



Direct MailCommunicating with your members using direct mail can be an effective way to deliver your message in a physical form that commands their attention.

Direct�mail�assets�available�on�the�Marketing�Portal�include:

Postcard | 9x6 inches


REMOVE MAGENTA FIELD NOTICE BEFORE PRINTING

NO ARTWORK IN THIS AREA

Your Address Here




Don’t have a card with us? Call <xxx-xxx-xxxx> today or visit <insert URL>. The Apple logo is a trademark of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc. Google Play is a trademark of Google Inc.

Make the most of your <YOUR CU NAME> cards. Download the CardNavSM by CO-OP app today.


front back



NewsletterConsider adding language promoting CardNav via your credit union’s newsletter to effectively increase awareness—whether by email, inserted in statements, handed out at branches or through other channels.

Social MediaEngage current cardholders by creating a community passionate for knowledge, entertainment, and�of�course�the�benefits�your�program�provides.�Overall,�only�10%�of�your�social�media�content should promote a product; the rest should be light, entertaining, and informational. Social�media�tactics�can�include:

4 Pre‑launch—Use guerilla marketing tactics and post the CardNav logo throughout social media with the go-live date underneath. You’ll increase curiosity and create organic, word-of-mouth buzz. Capture member emails to communicate when CardNav launches.

4 Community—Engage members by sharing and promoting their stories of how they prevented�card�fraud.�Tag�them�and�make�it�personalized.�Ask�questions�and�encourage�member�feedback.�And�when�cardholders�post�questions,�be�sure�to�answer�them�quickly.�

4 Consumer survey—Cardholders value the opportunity to have an effect on the products they use. Surveys are a good way to gather insights while promoting your brand.

4 Prizes for using hashtags—Cardholders�can�tweet�using�a�specified�hashtag�and�enter�to win a secret prize. Have members re-share a post and tag your brand for a chance to win a prize. This engages current cardholders, improving brand reach and exposure to potential cardholders.



Other IdeasHere�are�some�other�promotional�ideas�you�may�consider:

4 �Launch�an�in-branch�promotion:�Set�up�a�“security”�display.

4 �Conduct�a�security�seminar:�Bring�in�a�local�computer-security�expert�as�a�speaker�and�then�use the platform to promote CardNav.

4 Schedule other seminars. Although not focused on security, your seminars on topics such as getting a mortgage or investments can still be an opportunity to promote CardNav, especially with�flyers,�buckslips,�and�branded�giveaways.

4 Set up a table near ATMs to promote and assist cardholders in downloading the app.

4 Implement call center on-hold messages.

4 Create statement stuffers (leverage your in-branch buckslip).

4 Conduct outbound calling campaigns.

4 Issue press releases.

4 Submit local newspaper announcements/articles (web and print).


Timeline 22

As you plan the rollout of your marketing campaign, factor into your schedule the lead times required�to�produce�materials�for�the�specific�tactics�you’ve�chosen.

For materials accessed through the CO‑OP Marketing Portal, typical�lead�times�from�request�to�delivery�into�your�hands�are:

DIGITAL MATERIALS Web banners, emails and ATM screens ............................................. Immediate download

PRINTED MATERIALS Flyers, posters and buckslips .............................................................................2 weeks

For materials produced by your credit union, lead times will vary depending�on�your�design�and�production�resources.�These�are�general�guidelines:

WEBSITEDesign of landing page on website ......................................................................2 weeks Web banners for Home, Security, Debit pages ......................................................2 weeks Video ..............................................................................................................3 weeks

IN‑BRANCH EXPERIENCEBuckslip�or�flyer ...............................................................................................3 weeks Signage/poster, table tent .................................................................................4 weeks Branded giveaway ........................................................................................ 2–5 weeks

ONLINE AND MOBILE BANKINGWeb banners for Balances and Transaction pages..................................................2 weeks Web banner for log-off page ..............................................................................2 weeks Interstitial page ...............................................................................................2 weeks


Timeline (continued) 23

CARD ISSUEBuckslip (ridealong) .........................................................................................3 weeks Sticker ............................................................................................................4 weeks Activation email message ..................................................................................2 weeks

EMAIL CAMPAIGNLaunch email ...................................................................................................4 weeks Tip one email ...................................................................................................3 weeks Tip two email ...................................................................................................3 weeks Tip three email .................................................................................................3 weeks

SOCIAL MEDIALaunch content ................................................................................................6 weeks Community activity ...........................................................................................6 weeks Survey ............................................................................................................6 weeks

cardnavsm by co‑op marketing guide sm co-op conducting your launch 4 select your elements first,...

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