Press
Carolina Postal wins Dora Maxwell and Louise Herring awards
MONTGOMERY, AL (October 17, 2014) — Lending, business development, and leadership strategies firm cuStrategies announces one of its top clients Carolina Postal Credit Union ($86 million; 9,368 members; Charlotte, NC) has recently won the Dora Maxwell and Louise Herring Awards presented by the Carolinas Credit Union League. Carolina Postal won the awards because of its highly effective CSA (Credit Score Analysis) program, helping boost lending numbers by 33 percent last year. cuStrategies’ President/CEO Celeste Cook created and mentored the credit union’s program to assist in achieving its success.
According to Carolina Postal President/CEO Joy Watts, the credit union’s marketing department worked very aggressively to promote the CSA program, creating awareness of CSAs and exciting both internal staff and members. The credit union’s branded CSA message was distributed to members via email, direct mail, printed collateral, website, banners, phone, social media, etc.
Watts adds that at every touch-point a member had with CPCU, they received a target-marketed CSA message reading: CPCU can help you improve your Credit Score AND save you money while doing it!
Success “selfies” were also used in social media and other channels as the personal stories and testimonials accumulated. Although these anecdotes began well after the aggressive marketing campaign started.
Carolina Postal’s annual loans in 2012 totaled just over $10 million and after cuStrategies’ CSA training in 2013 loans exceeded $15 million – a 33% increase over 2012. In fact, the two months immediately following their two-day CSA training, Carolina Postal experienced a 53% increase in loan dollars (January and February 2013). Loans for 2014 are more than $8.9 million, as numbers proceed to increase because of the credit union’s continued CSA marketing efforts – another big promo this fall.
Along with the loan growth, CPCU also minimized its delinquency ratio for consumer loans – decreasing to .67% in 2013 from 1.98% in 2012. Its current ratio is .36%.
“Celeste’s training was invaluable,” states Watts. “If not for her CSA Program, lending strategies, and training of our staff, we would not have gone into this area as aggressively as we could – and certainly would not have helped as many members as we have. All of which, coincidentally helped our bottom line. It’s a win-win for all.”
“We are so excited for Carolina Postal’s win and its huge success using cuStrategies’ CSA program,” Cook says. “We worked with CPCU to integrate the CSA Program, and the manner in which they embraced and marketed the program helped fuel their numbers. And it has been positively wonderful for them. But, more importantly, so many members have benefited, as well. We look forward to more positive numbers from Carolina Postal as they continue to push this program for their members’ benefit.”
“As a CUDE (Credit Union Development Educator), I was personally excited to see this program,” says Carolina Postal’s Vice President of Marketing and Business Development Deb McLean. “This program is exactly the kind of service credit unions should be providing their members all along. I couldn’t wait to get started and bring home the message – and the terrific results show.”
About cuStrategies
Celeste Cook is founder and President/CEO of cuStrategies LLC. As a credit union industry strategist, Cook provides strategic planning services, consulting services, and training programs to the credit union industry. She is also a keynote and motivational speaker in addition to a consultant and trainer. Cook has served as an industry expert, motivational, and keynote speaker for national credit union associations as well as credit union leagues nationwide. She has worked in the credit union industry for more than 20 years and has been a professional speaker and trainer for more than 15 years. She previously worked for a $1.6 billion credit union in Atlanta, Georgia, and worked as a consultant and trainer with Rex Johnson of Lending Solutions Consulting. For more information, visit: www.custrategies.com.