USU Credit Union Final Paper

Strategic Planning and Execution Consulting Paper
Spring 2015
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USU Credit Union
The Aggie Card
Goldenwest
Jeff Frodsham, Taylor Harris, Ali Henze, Austin
Johnson, Spencer Stevens, Logan Stodart

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“USU Credit Union has a
strong heritage and rich
association with Utah State
University dating back to
1957 when the not-for-profit
financial cooperative was
founded by two economics
professors.”
-Kerry H. Wahlen, CEO

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Table of Contents
Introduction:..................................................................................................................4
History:............................................................................................................................4
Research:.........................................................................................................................5
Marketing Ideas:..........................................................................................................7
True Blue Pledge:.....................................................................................................7
Aggie “A” Plates:..................................................................................................10
Season Ticket Holders: .......................................................................................13
Current USU Students:.......................................................................................15
Faculty:.....................................................................................................................17
Suggested Card Benefits:.......................................................................................18
What We Learned:...................................................................................................19
Conclusion:..................................................................................................................20
References:..................................................................................................................21

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Introduction:
USU Credit Union (now a division of Goldenwest) has recently created a new
credit card called The Aggie Card. This credit card is designed to capture market share
and recapture current members’ interest. Among other benefits, The Aggie Card
specifically offers a cash donation to Utah State University at a certain percent of each
transaction.
As current students and future alumni of Utah State University, we offer a unique
perspective concerning effective marketing strategies. Together, we have analyzed five
different targeted groups of people; within those categories we have created a couple of
different marketing strategies aimed at growing demand for The Aggie Card. This report
includes a description of each of those targeted groups as well as the correlated marketing
strategies. Furthermore, we will discuss additional benefits that could add to the
perceived value of The Aggie Card for future implementation along with their associated
costs. A recommendation will be provided at the end of this report.
History:
USU Credit Union acquired its name from the institution that drives the Logan
economy, Utah State University. In 1957 two professors from Utah State University,
Vernon Israelson and Evan Murray, founded what would become USU Credit
Union. The Credit Union was created to provide banking services to the employees of
Utah State University.
While these professors doubled as loan officers to keep their costs low, the
organization grew in assets from $50,000 in 1957 to $1.22 million by 1968. Membership
in that same time period grew from 43% to 83% of all the employees at Utah State
University. Soon they began opening branches in Cache Valley: 2003, 2006, and
2007. To provide members with a more robust portfolio of products and services, USU

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Credit Union merged with Goldenwest Credit Union in October of 2013. USU Credit
Union, a division of Goldenwest Credit Union, continues to serve Cache Valley.
Research:
Bank Rates Picture Fees Locations Assets
USU CU 7.99% Yes (U-State) No 26 $1 Billion
Deseret First CU 8.99% No No 10 $431 Million
Mountain America CU 8.99% Yes – limited No 75 $4 Billion
America First CU 8.25% no No 109 $6.1 Billion
In order to compare the industry and local credit unions we made a table of
features offered through four credit unions. We found that the credit card rates were very
similar and averaged 8.55 with USU CU offering the lowest rates. The ability to choose
the picture on your card was important to us to understand because that is something that
customers can do to personalize their card. Most of the credit unions did not offer the
option to customize the card, Mountain America had limited choices, and USU CU’s new
card has the Utah State logo, which will be featured on the new card. Overall, USU CU
offered competitive features compared with the other local credit unions.
To get our target markets we did some brainstorming and came up with a list of
possible groups that we could market to. We focused on groups with some kind of
relationship to Utah State because of the benefits of this new card being offered by USU
CU. Once we had a list of possible groups we went through each of them and talked
about the pros and cons of using them as a target market. We also talked about the
challenges related to getting contact information for specific groups and challenges
related to how we would market to them. We had to take into account legal policies and
other regulations regarding personal information used for marketing purposes. Once we

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compared the challenges to the opportunities we picked our top four to five groups to use
as our suggested target markets. These are groups that we thought would be most
interested in the new card and would benefit most from it. We then created our marketing
plans to target each of these groups.

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Marketing Ideas:
True Blue Pledge:
I believe that the True Blue Pledge represents a group of students that understand
the importance of giving back to their educational institution. Therefore, those students
are closely associated with a group of students who have school pride and want to see
their school succeed. I make the assumption that these types of students would make
excellent candidates for a marketing campaign because they would care enough to own
and operate a card affiliated with the school they love, especially knowing that using the
card does give back to USU.
To become a member of the True Blue Pledge one has to sign up for a donating
schedule that replicates the following pattern freshman pay $5, sophomores pay $10,
Juniors pay $15, and Seniors pay $20.15 (cents depend on the year they
graduate). Students are then able to choose where their donation is given from three
different categories. The money can go towards a club/organization they care about, a
specific college, or a scholarship fund. The program was created and implemented in
2013 with the idea that students who learn about donating while in college and begin by
donating small amounts are more likely to give back in their later years of life.
True Blue Pledge Benefits - $100
Every time someone from the True Blue Pledge group signs up for The Aggie
Card the will receive $100. On the condition that at least $500 is spend in the first
month.
Target Audience: members of the True Blue Pledge
Benefit: Monetary incentive, earn $100 for using The Aggie Card
Compelling Reason Why: That’s because as a member of the True Blue Pledge you earn
special rewards and specific discounts where others do not have access.

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Marketing Theme: Be a part of an elite group of students that understand the importance
of giving back to the school that provides them with their education.
Marketing Medium: hard plastic examples of The Aggie Card given to each True Blue
Pledge member upon signing up for the program.
Advertisement costs:The production of the plan (paying the employees that create it) and
the cost of creating 100 hard plastic fake credit cards used to portray The Aggie Card and
given to each member of the True Blue Pledge.
Implementation costs:
This falls in line with USU Credit Union’s expectations: Compared to the mailer,
which had the objective for a 1% success rate, USU Credit Union is willing $1 for every
mailer, True Blue Pledge has about 100 people (a little more) and if only 1% signed up
then that would be $100, which would average out to $1 a person. Best case scenario all
100 sign up which would be $10,000 - $525 (the percent earned from transaction income
(1.05%) from 100 people spending 500 dollars). Estimating that 25% of the students do
not pay their cards off that leaves an added $998.75 (assuming the interest rate of the card
is 7.99%). The total budgeted amount would be $10,000 - $1,523.75 = $8,476.25. Due
to incentives we assume that membership of the True Blue Pledge group will grow 60%
for the next 5 years (inflated from an annual growth of 30%) the amount budgeted over
the next 5 years would be 2015, $8,476.25; 2016, $13,562; 2017, $21,699.2;
2018,$34,718.72; 2019, $39,549.96; 2020 $63,279.92. An important part of this
assumption is that instead of spending $10,000 on mailers and getting 100 people to sign
up (1% of the budgeted amount), instead spend $8,476.25 and get 100 people to sign up
(1.18% of the budgeted amount). By the end of the 5 years an amount of $63,279.92
would be spent (not subtracting the money made from interest gathered from the years’
previous interest payers) and 1,049 people would have signed up (1.66%). Worst case
scenario ends up being 1.06% (1 out of every $94.75 spent signs up), which is higher
than our 1% mailers objective. The project will hopefully sustain itself from revenues
created by the interest from the cards, a general rule should be submitted suggesting that
if more than 30% of the amount budgeted for The Aggie Card is reached or surpassed
then the program should be discontinued, or reduced to a lower amount (from $100 to

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$50). If this idea were looked at from a different perspective still using the guidelines
given (1% of people marketed to will sign up for The Aggie Card - mailer) then the True
Blue Pledge makes up about 1% of the total population of the Logan campus (13,383 in
October 2014). Therefore, if all of the True Blue Pledge members understood how to get
$100 for signing up for the program we expect almost 100% participation, giving USU
Credit Union access to almost 1% of the total population of the Utah State Campus.
Argument:
Additional measures will have to be made to accommodate for the law that
prohibits direct solicitation to students on campus, but the university sends out
information to all of the members of the True Blue Pledge and accommodations can be
made to insert a promotional product (the fake Aggie Card) into that packet as well as
advertising to students through their peers. The Student Alumni Association (SAA) may
take extra measures to not market the $100 to students who have yet taken the pledge
because SAA wants students to sign up for the pledge under the correct circumstances so
that the students can learn how to give back and a majority of the perks remain
unmentioned until after a student has taken the pledge. A decision may be made to
collaborate more closely with SAA and their efforts in helping students sign up for the
pledge (both USU Credit Union and SAA would benefit).
Front Row:
As an official sponsor of USU events, reserve about 100-200 seats for one game a
season where members of the True Blue Pledge can sit together on the front
row. Students will be given this opportunity for attending a meeting before the game to
discuss The Aggie Card (and whatever else USU Credit Union would like to market to
these students).
Target Audience: True Blue Pledge
Benefit: Students love to sit front row with their friends. As members of the True Blue
Pledge they will have exclusive seats available to them for one game during a

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season. Food from USU Credit Union and a chance to learn something from them about
how to better manage their finances.
Compelling Reason Why: Thats Because USU Credit Union is going to reserve about
100 - 200 seats as a sponsor for one game during the season, and the credit union will
have the members of the True Blue Pledge attend a mandatory meeting before hand to
discuss a few of their products (if they wish to participate in the
event). Food/refreshments will be provided for this meeting.
Marketing Theme: attending a sporting event
Marketing Medium: Special tickets inviting members of the True Blue Pledge to
participate and required for entry.
Advertising Costs: The cost of the invitations, half a sheet of paper created on nice
paper. $200
Implementation Costs: The time and effort of a few employees to run the meeting before
the game, the cost of the food, and possibly a cost from USU for reserving seats ($1000).
Argument: USU Credit Union should try and pick a game that is less attended by
students because boosting attendance may help convince USU not to charge the credit
union for reserving 100-200 seats. Remember that True Blue Pledge members are donors
to the school and like other donors should be treated like donors.
Aggie “A” Plates:
Only the most devout patrons would pay the extra money to put the school logo
on their vehicle’s license plate. All other reasons aside, the new credit card with “U
State” embossed on the front would be a great match for our “A plate”
demographic. Focusing some of our resources on prospective customers that have “A”
license plates should gain an above average return on investment due to their love for
Utah State.
Mailers

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We realize that mailed credit card applications are non-original and cliché, every
adult is used to getting them and most envelopes make it to the trash before they are ever
opened. Mailed credit card applications (pre-approved or not) are being suggested as
part of the “A” plate marketing campaign because if it was framed the right way it would
generate a much higher percentage of respondents than the typical 1-2 percent seen by
most mail campaigns.
The envelopes and material must complement and frame the card in the right
way. No doubt that if the envelope had a picture of “Old Main” and if the pamphlet
inside was that rich aggie blue color that every Utah State fan that receives this piece of
mail is going to read the information it contains. The Aggie “A” plate demographic are
the low hanging fruit. As said before, this demographic are predominantly avid Utah
State fans and their customer loyalty is attainable because we have their contact
information when other financial institutions do not.
Movie in the park
“Movie in the park” is a great way to create goodwill, community spirit, and the
undivided attention of an audience full of potential customers. USU Credit Union will
host the event, they will pay for the screen, licensing and organize any other sponsors or
activities. The entire event would be saturated in USU Credit Union promotions. The
hour before it gets dark and people are piling in with their blankets and chairs would be a
great time for activities. Get contact details while raffling off USU Credit Union swag.
Posters advertising the low APR or unique benefits this new credit card offers can be
hung up by the face painting or popcorn booth. The inflatable screen can have the big
USU Credit Union logo on it. A photo booth can instantly print out photos with a USU
Credit Union insignia. The event has the potential to gain a lot of new customers
regardless if it goes into a lot of detail or skims the surface.
The main reason for the event is to create a fun evening for families and friends in
the communities. If this isn’t the main reason than it will be difficult to gain an audience
and the success of the campaign will be compromised if it gets into too much
business. Because the event is free, it will be natural for attendees to expect a five minute
business spiel. Filling out applications could deter from the light and fun nature of the

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movie night. Business cards that contain simple directions on how to apply for the card
online would be a great way to get the credit card details in everybody’s pocket. The
success rate of the business card approach will be magnified if each card contained an
exclusive coupon code (ex. “Movie night” or “Back to the Future”) that will get them
swag or a free Utah State flag when they sign up for the card.
Some of the financial breakdowns are below. This event would be easy to
duplicate over and over again in different areas throughout the community. Advertising
for this event wouldn’t be too difficult. Insuring that the event is on the Cache Valley
event calendar would get lots of participation, involving high school athletic teams would
also help advertising and the delegation of work. Involving Logan City’s Parks and
Recreation staff would be beneficial in many ways. Involving a local movie theater
could be a little bit more difficult but equally as beneficial. USU Credit Union would be
hosting it so they make the calls on what other sponsors they would like to have on board.
Economies of scale, creativity and a cool movie would be key in making “Movie in the
Park” a truly successful marketing tool for USU Credit Union.
Fixed Costs
Inflatable Screen (own) $2,999.00* (20ft.)
Projector $~600.00
Speakers $~600.00
Variable costs
Movie Licensing $250-350 (depending on the movie)
Wages of USU CU representatives $375 ($25/hr. for 15 hours each event)
Which day of the week doesn’t change the licensing price, the title of the movie
changes the price. For instance, Back to the Future may be less costly than Despicable
Me. The licensing price only includes one screening. If you don’t own the movie that
you would like to show then there will be a minimal shipping charge added to the
licensing price and they will send you a copy of the movie. (Licensing information
obtained from criterionpicusa.com)

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Season Ticket Holders:
USU Credit Union has an opportunity to interact with USU season ticket holders
and fans. These fans are loyal fans of USU that would be interested in having this type of
card that USU Credit Union is offering. A majority of them are local fans that would be
able to enjoy the benefits of using the card in Cache Valley. There are also fans that are
from outside of the Valley but are in Logan often for games and could use the cards then.
USU Credit Union has a couple of options to target Aggie season ticket holders
and fans. Those options include having a booth at the football tailgate area, having a
booth at the entrance of basketball games, and being the game sponsor for either football
or basketball.
Football Tailgate
The football tailgate area is a relatively new experience at USU and something
that the athletic department is interested in expanding in popularity with local fans and
students as well as increase fan engagement and participation. Local businesses and
sponsors set up booths on the street in front of Romney Stadium and give away food,
prizes, and merchandise. Fans are also given an area to set up shade tents and cook food
while they get ready for the football game. Sometimes there is a live band or DJ and
athletes from other sports come to interact with fans at a table/area set up by the athletic
department. It is a fun atmosphere and a great environment to promote USU Credit
Union’s new card. The seating capacity of the stadium is about 25,000.
Table at Basketball
The table at the basketball games is set up along the concourse of the Spectrum
behind all of the seating. One great area to set up this table is right where most of the
season ticket holders come through the doors and into the Spectrum. Information about
the card can be given out here and advertised to fans. The Credit Union could do a
number of things to gather contact info for a database of potential customers including a
drawing of business cards or emails written down, an opportunity to spin a wheel for a

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prize after taking a survey, or activities like that which would encourage fan
participation. The seating capacity of the Spectrum is about 10,000.
Game Sponsor
Every game has a game sponsor which allows for a number of advertising
opportunities. The name and logo of the game sponsor is put on two areas of the floor at
basketball and put on the big screens and boards at the events, announced over the PA
system as the game sponsor, and has a few special promotions at time outs. This would
be a great way for USU Credit Union to get the word out about their new product but
does not provide for a lot of personal interaction with fans.
Details (cost, etc):
The partnerships with sponsors and USU is set up through Aggie Sports Properties
(ASP). They are the multimedia rights holder for athletics at USU and offers sponsorship
opportunities like signage and video boards, in-game promotions, game day
sponsorships, game programs, print advertising, and group hospitality. The cost of the
partnerships depends on what is included in the sponsorship and that is negotiated and
agreed upon between ASP and the sponsor. The following are estimates from ASP.
Football Tailgate
A booth and display at the football tailgate is typically less than $1,000/game (because
it’s not in the stadium). There are 6 home games next year but some might already have
sponsors.
Table at Basketball
A booth and display at basketball is about $1,000/game. There are around 12-15 home
games in a season.
Game sponsor
Being the game sponsor for football or basketball is around $6-7 thousand/game.
Aggie Sports Properties

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Landon Day
General Manager
T: 435-797-8991
Patrick Bunetta
Account Executive
T: 435-797-8992
http://learfieldsports.com/university-partners/aggies-sports-properties/
Current USU Students:
Every incoming freshman and international students come to Utah State
University and attend promotional functions such as A-day, during the fall, and Soar,
during the summer months. During these informational activities students are given all
kinds of information on how to successfully integrate into life as an Aggie. They are
given tips from knowledgeable staff members, as well as model students called the A-
Team. Information is given out on everything from housing, class scheduling, and meal
plans, local hot spots, and game days are covered here.
Since all incoming freshman are required to attend these, we decided it would be
a perfect way to grantee exposure to the target audience of incoming freshman and
international students for the new USU Credit Union Aggie Card. As an incredibly
important additional bonus factor, these students attend these events with their caring and
concerned parents at their side. These parents’ number one goal being ensuring that there
son or daughter has a solid foundation coming into this new chapter of their lives. With
this immense hedonic value attached to this experience, the platform for targeted sales is
perfect. Not only can the credit union be sure to be seen at an event like this, but also the
atmosphere of trust and loyalty will make people more likely to sign up. Being affiliated
with the university at this depth will add great credibility for the credit union, to Utah
State University enthusiasts. This suggests that not only will alumni parents and USU
affiliates be interested in this product, but also those that are entirely new to the Aggie
lifestyle and wishing to conform and embrace being an Aggie.
Booths

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The first marketing strategy to reach out at such an event is a simple booth. This
booth should include attractive logos and visuals that promote the card service. At least
one knowledgeable employee of USU Credit Union would be at this booth at all times to
give information to the students and parents when needed. Exceptional people skills and
the necessary information needed to provided customers will be given to all
employees. They will also be well versed in the current card laws so that all laws will be
followed. They need to be capable of answering detailed questions and connecting with
visitors to the booth. There should be free informational fliers to be handed out at this
booth.
Information Pamphlet
Another marketing idea for this event is to include an informational pamphlet
inserted in the folder that is handed out to each of these prospecting students, or to have
this information pamphlet sent to the students in their informational emails before they
arrive at USU. Having these included in such a standard folder adds an “of course”
attitude to signing up for the card. The goal is to make signing up for a USU Credit
Union Aggie card part of the freshmen checklist and at their top of mind. This would
mean that a new student would feel as comfortable with signing up for a card as they do
signing up for a Hurd club membership or on campus housing.
Week of Welcome
Another opportunity is for USU Credit Union to get involved with a campus wide
event called Week of Welcome, or WOW. This event entails daily activities that are
aimed to help the new freshmen integrate successfully into Utah State life and be excited
about it and gives returning students a chance to see what kind of events are happening
this year on campus. Typical things that go on during this week are concerts, high stakes
bingo, free aggie ice cream, etc. Getting involved with any of these activities in a sponsor
type role would be advisable because it would create top of mind awareness of the Credit
Union brand in college students minds when they go to sign up for a credit card in the
future.
The simplest day of WOW to get involved with is Day on the Quad. This is an
event where various clubs and organizations seeking Aggie support come and set up a
booth on the quad. The day is spent with the students visiting these booths. Students are

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highly attracted to booths that offer food, games, coupons and incentives, but due to
credit laws we would have to be careful of what we offer students. This fits very well
with USU Credit Union’s new Aggie card and all the benefits offered specifically to USU
enthusiasts. If the credit union succeeds in setting up an attractive booth that thoroughly
communicates the benefits offered, as well as draws in participation through things like
games, then they will see great success at this event.
Faculty:
Another audience we wanted to reach was the faculty members at USU. We find
this is an important group to target for the new card. We thought this would be an
excellent candidate to sign up for the card because of the group’s commitment to and
involvement in the University.
New Faculty Teaching Academy
Every year all first-year faculty members are invited to attend the New Faculty
Teaching Academy. The Office of the Executive Vice President and Provost currently
sponsors the academy. It is designed to support new faculty members in the transition
that they assume: a research intensive, student-centered, comprehensive position. The
transition can be difficult, and that is why the academy provides a supportive coaching
and mentoring semester-long learning opportunity to its faculty.
Our proposal to target faculty members would be to co-sponsor this
event. Faculty members are investing a large amount of time and resources into the
community and we want to USU Credit Union to be top-of-mind when it comes to
finances. By being a positive contributor to one of their first teaching experiences, we
will create a unique opportunity to gain their market share.
Mail Flyer
Unfortunately, the University is very strict on advertising to faculty. They do not
allow businesses to come in and target faculty with advertisements. The only advertising
that is allowed to be targeted towards the faculty is sending flyers to the faculties
mailboxes. This can be done through the postal services or through by hand. Although
this was a setback for our project we looked at it as a challenge. From there we came up

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with the idea to create a brochure on a cardstock paper that looks like a folded-up
hundred dollar bill.
When you open it there are details about the card that has just launched and how
it benefits Utah State University and the card holders. It will also have a faculty
exclusive promotion code that will get them $100 for free if they sign up and use the card
ten times a month for the first four months. This will ensure that money is not given
away for consumers who don’t plan on using the card, and will give USU Credit Union
the opportunity to earn additional income.
There are just over 1,200 faculty members, if 5% took advantage of this deal it
will cost USU Credit Union $6,000, but will give them the opportunity to earn much
more. The 5% is based on the 2% success rate that typical mailing campaigns through
USU Credit Union receive. However, a higher success rate is expected through this
promotion due to a more targeted and innovative approach.
Suggested Card Benefits:
 10% discount at USU campus bookstore or online USU bookstore
 Aggie ice-cream 15% discount or cash back
 New customers could get bonus reward points
 On Aggie game days you will get 3% cash back in grocery stores.
Giving additional rewards when customers go to businesses that are rooted in Cache
Valley culture could be a neat and unique perk to the card. USU Credit Union could offer
added points or cash back reward options each time they shop at one of the specified
locations during its designated time frame. The variety of businesses will incentives new
customers from different demographics to get the Credit Card. For instance, the final
quarter (laid out below) may be an appealing reason for seniors to get the card.
Giving additional points will probably be easier than awarding discounts. Separating
the stores into quadrants will save USU Credit Union money because the additional
rewards won't be available year long, it will also encourage customers to get online more
frequently and get familiar with online banking. The businesses we have included below

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are some good examples of companies that would increase the goodwill of the card, of
course the list of companies are adjustable.
Quarterly triple points back
Jan. 1 – Mar. 31 April 1 – June 30 July 1 – Sept. 30 Oct. 1 – Dec. 31
Herms
Café Sabor
Angie’s
LW’s Truck Stop
Center Street Grill
Cal-Ranch
ORC Rentals
The Sportsman
Al’s Sporting goods
Ellen Eccles Theatre
Deseret Book
Gossner food
Lump sum additional bonus points for making these purchases:
A Beaver mountain season pass - 750 points
Utah State Athletic season ticket – 500 points
Logan aquatic center season pass - 250 points
Jump zone family pass – 100 points
What We Learned:
At the beginning of the this project as a group we were somewhat confused about
what the end goal was supposed to be because their were so many unknowns. We were
given $100,000 to “work” with by USU Credit Union and for a group of college students
that was such a foreign concept that we were very confused. So after our initial meets
with the company we started understanding what they were asking of us and our ideas
started coming together.
The marketing plans stated above are to be presented to the Credit Union and our
suggestions to update the card benefits are something that we feel should be taken into
consideration as they might benefit the company as well. We have done lots of research
on these and have learned that projects like these are not ones that fall into place quickly
because of the depth in research and thought that they require.
600,000 back to the university

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Conclusion:
We came up with ten separate ideas to use on the following groups: True Blue
Pledge members, Aggie “A’” Plate members, Season Ticket Holders, incoming freshmen
and international students, and USU faculty. We were able to obtain the list of names of
the Aggie “A” Plate members and the Season Ticket Holders, which the USU Credit
Union had asked for, but was unable to do. We also added the other groups because we
found it beneficial and that they fit the target market for the card. All the ideas came in
under the $100,000 budget we were given. We were able to target all audiences and
maximize the reach with the budget constraints.

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References:
 http://openaircinema.us/outdoor-movie-screens/20-open-air-home-
screen#.VRDS-mR4r5I
 http://www.criterionpicusa.com/movies-for/outdoor-cine-2

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