Onward helps banks build customer relationships

Northwestern Financial Review, Jul 15-Jul 31, 2002 by Bengtson, Tom

Approximately 120 community bankers are distributing 80,000 copies of the premier edition of Onward magazine through clubs for senior-- age customers. Onward is published by Heritage Clubs International, the peer group association of bankers who manage seniors clubs. Heritage Clubs International, which has about 270 members, is a subsidiary of First Citizens National Bank in Mason City, Iowa.

"My members are finding it real interesting," commented Charlotte Thompson, who manages the City National Club for the City National Bank in Shenandoah, Iowa. "They liked the banking information in it, as well as the articles related to health issues."

Thompson is distributing Onward magazine to customers who attend club events, which are scheduled about two weeks apart. Thompson handed out about 30 copies to club members she accompanied to Omaha for a theatrical production on June 19.

Alice Tatro, who manages the Ambassador Club for Geneva State Bank in Geneva, Neb., ordered 2,500 copies of Onward and worked out a deal to have them inserted into her local, weekly newspaper. "Virtually everyone in town reads that newspaper," Tatro commented. The Nebraska Signal, she said, charged 13 cents a piece to insert Onward magazine in the June 19 edition. "It was well worth the cost. Advertising doesn't get any cheaper than that."

"We distribute Onward magazine to customers because our interest in their well-being extends beyond the safety and security of their deposits," said Cam Wilkins, president of Geneva State Bank in a newspaper article that ran in the Signal.

Thompson and Tatro applied stamps to their copies of Onward identifying their own banks. The magazine is designed with a space on the cover to accommodate such customization.

First Citizens National Bank of Mason City mailed 4,100 copies of Onward to its Heritage Club customers. "We offer this free publication to demonstrate that our interest in your well-being extends beyond the financial one," wrote Marti T. Rodamaker, president of First Citizens National Bank, in a letter to custowers that accompanies each magazine. "We encourage you to stay active and pursue life to its fullest potential. Onward magazine is an extension of this encouragement."

Heritage Clubs International launched Onward to help banks increase the value of their senior club membership. Members of the Heritage Clubs International peer group can order copies of Onward at no charge as long as they agree to distribute them to club members. Onward is funded through the sale of advertising space. The magazine is published quarterly with the second edition planned for September.

"Companies are interested in advertising in Onward because of its unique distribution network," explained Suzanne Boston, advertising manager. "Companies that advertise through print media are always looking for alternatives to traditional newsstand and mail service distribution. People tend to read things they get from their bank and Onwards advertisers are interested in leveraging the trust that most consumers place in their local bank."

The magazine is produced by NFR Communications, the Minneapolis company that also publishes North*Western Financial Review. NFR Communications has published Heritage Club International's magazine for club managers for four years.

By Tom Bengtson