NACHA Pitches ACH Minus The Mystique And Mystery
Through a network of 42 local associations across the US, the National Automated Clearing House Association (NACHA) operates the automated clearinghouse (ACH) payments system. The ACH system currently processes some one billion transactions annually through electronic funds transfer for about 17,000 member banks. NACHA believes mass marketing will help ACH payments achieve the universal acceptance enjoyed by the check system. In 1989, NACHA plans to implement a nationwide marketing program to promote direct deposit of payroll. NACHA believes there is a huge potential market for direct deposit. The marketing campaign is aimed at employers, financial institutions, and consumers.
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Fuentebella, Cielo
Full text: [Bank Systems & Equipment] Apr 1989
Direct Marketers Threaten Mail-Order Sales Tax Bill
The Direct Marketing Association has generated a grassroots campaign to defeat legislation that would authorize the collection of sales taxes on interstate sales. The fight over the legislation is discussed.
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Pols, Cynthia
Full text: [Nation's Cities Weekly] Apr 3, 1989
Clearing House Group Gears Up for Consumer Marketing Blitz
The National Automated Clearing House Association’s controversial consumer marketing program is described. The program is designed to generate enthusiasm for direct deposit of payrolls into employees’ bank accounts.
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Kantrow, Yvette D
Full text: [American Banker] Apr 5, 1989
Clearing House Group Gears Up for Consumer Marketing Blitz
O.C. Russell Jr., chairman of the trade group, told reporters in New Orleans that the campaign’s central image – a talking check with comically enlarged lips – has the chance of gaining as much instant public recognition as the “Noid” of Domino’s Pizza or Speedy Alka Seltzer. Mr. Russell is vice chairman of the Hibernia National Bank, New Orleans. The limitations do not daunt Elliott C. McEntee, [Nacha] president and chief executive officer. Mr. McEntee, who joined the association late last year after a long career in the Federal Reserve System’s operations division, said he believes the campaign will convey a central message to consumers all across the country: Directly deposited paychecks are more efficient than paper checks. Assuming that financial institutions save 60 cents for every paycheck converted to direct deposit, participation needs to rise 11% for the campaign to break even. Mr. McEntee said he expects direct deposit to double its participation rate to 20% by 1990, in large part due to Nacha’s marketing strategy.
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YVETTE D. KANTROW, American Banker Staff Writer
Full text: [American Banker (pre-1997 Fulltext)] Apr 5, 1989
Systems Help Spot Prospective Customers
One system is the result of a cooperative marketing agreement signed last month by TRW Target Marketing Services and CDP Marketing Information Corp. Under the agreement, CDP Marketing will be able to add financial behavior data from TRW’s data base to the marketing customer information files, known as an MCIFs, that it develops for financial firms. “The availability of the TRW financial behavior data offers financial services marketers the ability to much more precisely identify customers who are good prospects for additional financial products and services,” said Ed Hughes, executive vice president of CDP Marketing. This capability will significantly decrease the cost and increase the profitability of direct-response campaigns, he added. The Harte-Hanks direct marketing system, like the CDP-TRW program, is linked to an institution’s customer information file.
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DONALD SHOULTZ, American Banker Staff Writer
Full text: [American Banker (pre-1997 Fulltext)] Apr 6, 1989
Hospitals Go To Market For Nurses
Hospital administrators are turning to their marketing departments for help in recruiting nurses. Experts maintain that marketing strategies can be used for this purpose, particularly if the marketing department works closely with the human resources and nursing staffs. Hospitals are employing such techniques as: 1. using direct mail in addition to classified advertising, 2. using television as a medium for image campaigns, 3. aggressively following up on inquiries, 4. streamlining the interview process, 5. packaging announcements of new services in an advertising campaign combined with a public relations blitz, and 6. sponsoring activities that attract prospective employees to the facility. Some observers claim that the use of marketing tactics to recruit nurses deals with only a portion of the problem. Hospitals must help increase the number of people entering the profession and must retain the nurses hired. Efforts to increase the number of nurses in the future will not fill positions today.
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Perry, Linda
Full text: [Modern Healthcare] Apr 7, 1989
BLACKBOARD; Madison Avenue Intersects With College Avenue
Colleges have found that radio and television spots are a particularly effective means of boosting applications. Wilmington College in Ohio, for example, spent $40,000 last year for announcments of the opening of its Cincinnati campus. The campaign, a takeoff on the ABC-TV program ”Moonlighting,” resulted in a doubling of the student body in one year, according to Raymond C. Wojda, director of college relations. ”Since we’re small and not that well known we wanted to project a fun, vibrant institution,” he said. ‘Lemming State U.’ Accordingly, Wilmington’s prospectus was equally irreverent. The brochure’s cover carries the banner of a mythical ”Lemming State University.” Inside, illustrations of a lemming show its eyes strained from sitting in the back of ”stadium-sized” lecture halls, its legs weak from standing in long registration lines and its digestion ruined from eating cafeteria ”mystery meat.” Occasionally schools employ marketing tactics to counteract negative media images. After Playboy magazine published a list of 25 party schools, putting California State University at Chico as number one, the university’s president made a statement acknowledging that it was a party school but stressing that academics came first – a message prevalent in Chico’s 1988-89 catalogue. ”It is a social school, but a lot of studying goes on around that,” said Robert Pentzer, director of public information. ”Our president said [ the partying ] was one of our strengths.”
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Arundel, John
Full text: [New York Times] Apr 9, 1989
Glazen is aiming for name identity in VAX campaign
Chevrolet plans to turn up the heat on its tie-in with Walt Disney Co. Chevrolet is launching a new advertising, merchandising and direct-marketing campaign to promote its Lumina line.
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Full text: [The Plain Dealer] Apr 11, 1989
Disney Hypes Lumina
Chevrolet plans to turn up the heat on its tie-in with Walt Disney Co. Chevrolet is launching a new advertising, merchandising and direct-marketing campaign to promote its Lumina line.
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Clark, Laura
Full text: [Automotive News] Apr 24, 1989
Drug Treatment Spurs Ad Push
The growing competition among chemical dependency treatment centers has resulted in increased marketing activity. According to Michael Ford, president of the National Association of Addiction Treatment Providers, advertising spending among US treatment centers has quadrupled since 1979. While television is still the primary medium, direct mail is gaining popularity. Large and famous facilities tend to rely on their reputations to fill their beds, while lesser known clinics, chains, and independent hospitals have turned to advertising. Addiction treatment advertising has become more sophisticated. Professional Counselor’s publisher, Ed Hearn, says more programs have ad agencies working for them. Most of the ad dollars, primarily for consumer advertising, are spent on a local level. Consumer advertising appeals range from emotional hard sells to testimonials from addicts and family members.
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Masterson, Peg
Full text: [Advertising Age] Apr 24, 1989
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