Lehigh Valley Educators CU Core Conversion Case Study

Lehigh Valley Educators Credit Union, based in Allentown, Pennsylvania, was planning to upgrade their core computer system. This meant their branches, electronic services and call center would be closed for a long weekend. More than 16,000 members needed to know what was happening when, how to plan ahead, and why this was a necessary measure.

As we developed a marketing plan and implementation time frame, our top priority was to maintain clear and continued communications through multiple channels so people felt informed and empowered.

THE SOLUTION developed a strategic rollout of informational pieces over a series of months, with communications becoming more frequent as the system upgrade date approached. This ensured buy-in and understanding from stakeholders and made for a smooth transition for all.

“Having never been through a core conversion, or anything of this magnitude before, it’s safe to say I was just a little freaked out by the prospect of all the marketing required to make this transition as smooth as possible. I didn’t know where to begin, so in a bit of a panic, I reached out to Well, needless to say that was definitely the right thing to do. Not only did my team assist me in coming up with an outline of mailers and emails, they made suggestions as to what to communicate and when to communicate it. They held my hand through the whole process, and they were so responsive with the last minute changes and updates – and trust me, there were a lot!

I wanted to do a few mailers, but didn’t want to do the same old postcard that the members had seen time and time again. In comes with this cool ‘Iron Cross’ postcard! The Iron Cross is an eye-catching postcard with plenty of room to inform members of all the upcoming changes. We picked the perfect theme for our credit union, and came up with the design and seamlessly carried it through every marketing piece that touched our members.

The team were flexible, helpful and knowledgeable. I received so much positive feedback from staff and members alike. It was an awesome feeling to know we did everything possible to keep everyone informed throughout the long conversion process.

Thanks,! You saved me!”

– Kristin Koehler, Marketing Manager

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