On Your Way Program Goes International with First Canadian Client

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Innovation Credit Union of Swift Current and North Battleford regions, Saskatchewan, recently became the first Canadian client of the On Your Way program. On Your Way is a multifaceted program that helps credit unions reach out more effectively to their young adult members between the ages of 18 and 30, commonly known as Generation-Y.

We have been evaluating various outreach efforts to help us broaden our appeal to Generation-Y for about a year now, and the On Your Way program was simply the best fit for us

Dallas, TX - October 28, 2009 - TBA Marketing announced today that the first international client has enrolled in the On Your Way program, Innovation Credit Union of Saskatchewan, Canada. The credit union has approximately $1.3 billion in total assets and serves almost 50,000 members at 26 locations spread out across the western part of the province.

"We have been evaluating various outreach efforts to help us broaden our appeal to Generation-Y for about a year now, and the On Your Way program was simply the best fit for us," said Pat Friesen, executive vice president of marketing for Innovation Credit Union. "On Your Way helps young adults learn to make the most of their money, and it also helps credit unions reach out to Gen-Y in ways they expect and prefer. The program fits right in with what we're trying to accomplish in developing lifelong relationships with these members," she stated. Friesen went on to explain that the credit union will likely not activate their new On Your Way website until January.

On Your Way is designed to help credit unions increase membership levels and products per member in the Gen-Y demographic, typically defined as 18 to 30 years of age. The groundbreaking initiative has clients as small as $23 million in total assets and as large as $1.8 billion. Unlike most third-party programs, On Your Way blends in seamlessly with the credit union's existing brand and provides numerous ways to personalize website content. Clients can post an unlimited number of their own news items, links, and special offers on the site using a simple interface that is similar to composing an email message. The end result is that the program looks and feels like the credit union's very own at a fraction of the cost.

"We are thrilled to have Innovation Credit Union join the On Your Way family," said Ray Beauchamp, one of three managing partners in TBA Marketing, the credit-union-only firm that offers the On Your Way program to credit unions throughout North America. "We're honored that the credit union has chosen our program to help them achieve their Gen-Y marketing objectives."

Beauchamp also indicated that he and several staff members have done business north of the border in the past and are looking forward to marketing On Your Way on a broad scale throughout Canada in 2010.

TBA Marketing LLC is a credit-union-only marketing firm that specializes in helping its clients reach out more effectively to young adults. The company's owners and employees have more than 40 years of combined experience in the credit union industry. The Washington Credit Union Foundation is a Founding Partner in the On Your Way program. To find out more about On Your Way, please visit the On Your Way Info Site at info.onyourway.com.

CONTACT:
Ray Beauchamp, managing partner
TBA Marketing LLC
505.349.8121
http://info.onyourway.com

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