Desert Schools FCU Launches Segmented Checking Campaign

Desert Schools FCU launched a new suite of checking products designed to connect with select target audiences, from Gen Y to retiring Baby Boomers. The campaign asks, "What’s your checking style?"

• Desert Connect Checking – "Your First Checking Account" (Teens to mid 20s)
  No minimum balance and a $3 monthly fee.
• Desert Fusion Checking – "Free + Rewards" (20s to early 40s)
  Earn dividends and get ATM fees refunded with no minimum balance and no monthly fee.
• Desert Select Checking – "For the Active Member" (40 to 50s)
  A dividend account with no minimum balance and a $7 monthly fee.
• Desert Skyline Checking – "For members looking for investments and asset protection" (55+)
  A free dividend account with minimum combined balances of $10,000.

Reality Check: On the surface, these accounts don’t look radically different from those offered by other financial institutions, and they aren’t necessarily limited to those people within the age ranges suggested by the credit union.

Bottom Line: Any time any credit union can do anything to help differentiate its brand from other financial institutions, it’s a good thing, even if that only means branding your products with their own unique names.

11/11/2021 Editor’s Note: Deserts School FCU has since changed its name to Desert Financial Credit Union.