BECU, Washington state's leading credit union, hired FCB Worldwide's Hacker Group Inc., Bellevue, WA, for direct marketing to help its foray into Safeway stores.
The credit union in the next two years aims to open 30 express service centers in Safeway stores across Washington's King, Pierce and Snohomish counties. Staffed with BECU representatives, the centers will let credit union members transact and use free ATM, online and telephone banking services.
Hacker, whose clients include IBM, Washington Mutual, AT&T Wireless and GE Financial Services, will target prospective BECU members, create awareness and drive foot traffic to the new non-cash centers.
Venues like Safeway offer a chance to expand BECU membership beyond its traditional base. BECU has 330,000 members and $4.4 billion in assets. It is the nation's fourth-largest financial cooperative. With the new Safeway centers, the union will have 41 locations in the Puget Sound region.
Hacker's first mailer for BECU drops this month. The piece will relay information about BECU's presence in Safeway as well as the new membership rules.
