Boost branch business

SunWest FCU adds members, loans with exterior digital sign on busy Phoenix street.

by. Dianne Molvig

Digital signage in your lobby is targeted to your current members. Digital signage outside your building speaks to the people who drive, bus or bike by each day. The focus of exterior digital signage is “to get people in your door,” says Heath Rasche, sales manager for Daktronics, Brookings, S.D.

That was the purpose behind the decision to install an exterior digital sign at $270 million/43,000-member SunWest Federal Credit Union four years ago. The sign stands outside a branch located on a busy downtown Phoenix street.

“We wanted to increase the visibility of that branch, even though it had been there for 40 years,” says CUES member Brian Gorman, VP/chief information officer. “We saw an opportunity to create a presence with the thousands of people who drive by that location every single day.”

The sign has produced results, he reports. The branch immediately saw a 20 percent boost in business. “And we’ve maintained that since the day we put up the sign,” he adds. Since then, SunWest FCU has installed outdoor digital signage at two more branches, on less busy streets, where the business lift has ranged from 10 percent to 15 percent.

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