Alex Castley 2014 CUES Next Top Credit Union Exec Presentation
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Alex Castley is a 30-year-old Engagement & Communications Manager at Integris Credit Union ($1.25B) in Prince George, British Columbia, Canada. This is his Finalist presentation that he gave in Amelia Island, Florida as part of the 2014 CUES Next Top Credit Union Exec competition.
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Alex Castley 2014 CUES Next Top Credit Union Exec Presentation
- 1. Alex Castley Engagement & Communications Manager Integris Credit Union ($1.25B) Prince George, British Columbia, Canada
- 2. NTCUE Finalist - Alex Castley Integris Credit Union; North-Central British Columbia, Canada
- 7. Integris’ Challenge It’s 2013… ! … over 50% of our Membership is older than 50 years old ! … we are experiencing decreasing Membership growth of the 25-44 year old demographic ! … we are a static presence; have a lack of differentiation !
- 10. My Project • Recognize engagement as a Competitive Advantage • Philosophy and Strategy • Tactics depend on YOU • Primary Focus • Attracting 25-44 Year Old demographic by using engagement and FUN
- 11. Engagement Building meaningful and personal relationships … ! … with our Members, Staff and Communities … ! … through unique experience, communication and involvement… ! … to create buzz.
- 12. Engagement - Why? • Increase Member growth and retention • Improve appeal in our communities • Create a better understanding of who we are - both Integris and a Credit Union - and what makes us different! • To be a great place to work!
- 13. Engagement - How? ! ! ! We are… ! Story-Sharers ! Story-Sellers ! Memorable !
- 14. We Are Story-Sharers • Build engagement using our Members’ stories… told by our Members! • Ask for feedback and document our Members’ positive experiences • Capture their voice
- 15. We Are Story-Sellers • #storyseller #confused • We tell our story using local people… our staff! • Educate the public in an entertaining and engaging way
- 17. We Are Memorable • Be outrageous and different •FUN is contagious! • Involve others to create memories and positive associations
- 18. What Else? Must be supported by the top… ! … but come from the grassroots ! Staff must have resources and autonomy to be engaging ! CANNOT outsource
- 20. Membership Growth Percentage Growth (Oct. - Oct.) 40% 30% 20% 10% 0% -10% -20% 2012/2013 2013/2014 25-44 Year Olds Age Range 32.4% (10.2%)
- 21. Membership Growth Percentage Growth (Oct. - Oct.) 40% 30% 20% 10% 0% -10% -20% 2012/2013 2013/2014 All ages (except 25-44 Year Olds) Age Range 6.7% (7.8%)
- 22. Return on Engagement First 6 months of 2014… • Lending Results • Achieved 172% of 6 month target! • Deposit Results • Achieved 156% of 6 month target!
- 23. Engagement Summary • Engagement is the strategy… FUN is the tactic • Engagement has made us into a FUNancial Institution • Engagement can help increase member growth and retention • Engagement can serve as a differentiator and competitive advantage
- 24. How Do You Engage? “You need to stand out from the herd in order to be heard! If you aren’t different in a compelling way from your competitors, then why is anyone going to be loyal to your business?” – Michael Kerr; Author & Motivational Speaker
- 25. Q&A with Alex