Areas of Interest

by Cathy Scoda

Most marketers agree that we should “capture” the youth market.  Dissension occurs, though, when we discuss what age our target market should be and what our marketing program should entail.  Perhaps we’ve been debating the wrong issue.  After all, we probably agree that we don’t really want to try to sell anything to the youngest segments of the youth market (which is defined as “ages 0-19” in the CUNA and National Youth Involvement Board’s book Marketing Across the Generations: Youth .  Instead, our goal should be to educate youth about financial matters.

And what better vehicle to use in your approach to education than your credit union’s Web site?  Since you’ll be reaching kids in an arena that they choose to visit, you might have a good chance at getting and keeping their attention.  Still, education via your Web site need not be a stand-alone feature.  Rather, Web site education should complement your in-lobby programs (e.g., kids’ club) and other efforts such as classroom visits, and mentoring.  The following are some ways that you can use your credit union’s site to educate younger members:

Age Appropriate Areas

Divide the youth section of your Web site into areas for different age groups.  Some credit unions do this by school ages (elementary school, junior high, and high school through college/first job).  Others begin with an online version of their kids’ club and just work their way upward in age from there.

Amazing Articles

Some topics for articles to include on the youth section of your Web site are these:  

• Credit Unions – Explain what credit unions are and what makes them different (and better!) than banks.  Publish a series of articles about topics such as the history of credit unions, why a member is also an owner, the services that most credit unions offer, and the terminology used at the credit union (the familiar and not familiar including shares, drafts, field of membership, deposit, loan, mortgage, teller, and credit).
• Saving – Explain why you should save, how to plan for the future, and ways to earn money (which can vary with the age groups).  Put these in terms of things for which people in different age groups might be saving, such as a toy, a gift, a night at the movies, the prom, and a car.
• Budgeting – Explain how to decide if something is a “want” or a “need.”  Explain why everyone should budget, how to prepare a budget, and why it’s a good idea to start budgeting now.  (If they get in the habit now before they have too many expenses and too many forms of income, it will be easier when they are older and have more items to include in a budget.)
• ATM – Explain what the ATM is, what a PIN is, and how to use the ATM safely. 
• Financial aid – Explain what programs are available and how to apply.  Tie these programs in with the services offered through your credit union.  Providing links to online resources is a helpful way to deliver this information in lieu of or in addition to an article.
• Credit – Explain both the benefits and the risks involved in using a credit card.  Explain the extra costs that can be incurred if you don’t pay more than the minimum each month.  Explain how a person’s credit rating can affect many of his or her future purchases.

Cool Calculators

Offer some interaction with a variety of calculators, including savings, credit card payoff, loan qualifier, and retirement.  These calculators can be used for the various age groups that constitute the youth market (and can even be used for other sections of your site).

Great Games

Games can educate as well as entertain…and if you want kids to visit your site again and again they should do both!  Some ways to keep your games fresh include:

•Rotating the games.
•Developing different versions of the same game. (The game show Jeopardy , for instance, has the same daily format, but the categories and questions are different each day.)
•Archiving the games, so kids can go back to a favorite.

Getting the Word Out

Now you must market your site to youth – but how?  That’s where your other marketing programs can help you.  Here are a few ways you can spread the word about the youth section of your Web site:

•If you’re working with schools, you can tell the students, “You can learn more about this topic at (<I>insert your Web site address here</I>).

•Include your Web address in all correspondence – especially your newsletter.

•Use direct mail pieces or “take-ones” in the lobby.  Mention the site (and the youth section) in your on-hold messages.  Hang posters or fliers in the lobby.
 
•Mention the youth section of the site when you send birthday cards to your younger members.

•Tell members who have children about the youth section of your site.

•Host a “Web site day” at your credit union.  Have a computer monitor (or two or three) set up, and teach visitors about the wonderful things your site has to offer!  This can be targeted to both adults and children.  An excellent time of the year to do this is during Credit Union Week, when many credit unions host open houses with special activities for their members.

They say that youth is wasted on the young; don’t let your Web site be a waste of space where the young are concerned!  Make it “youth-friendly” and then tell your young members about it!