The State Employees Credit Union of Maryland (SECU), a client of Immersion Active since 2005, won a 2009 Trailblazer Award for Excellence in Marketing and Communications from the Maryland and D.C. Credit Union Association.
SECU was awarded for their communication plan on a full-core system upgrade, which affected every member-facing system as well as several back-office systems. A major component of that commuication plan was Upgrade Central, a consumer-facing microsite, developed by Immersion Active, that shared information and addressed questions on the upgrade.
Upgrade Central was released in three phases:
- Prior to the system upgrade: The homepage featured a countdown clock that ran backward to the start of the system upgrade. All language on the site was in future tense.
- During the system upgrade: The countdown clock started over when the upgrade began and ran through the duration of the upgrade, while the language on the site remained in future tense.
- After the system upgrade: Now with a blank countdown clock, the details on the site were continuously updated with new information on the new system. Member comments were also added to the home page to highlight positive reactions to the upgraded system.
Consumers were able to access Upgrade Central through a banner on the homepage of SECU’s main website. Imagery showed people undertaking minor home improvements to push the message that change promotes healthy growth and progress. On the actual microsite, graphics and colors were changed with each phase to emphasize the dynamic content.
Upgrade Central can be viewed in the post-upgrade form here.