The $1.1 billion American Heritage FCU of Philadelphia can adaptits current marketing budget to take care of Bank Transfer Day atminimum expense and still put out a strong awareness messagewithout bankbashing.

That's the opinion of Bruce Foulke, American Heritage'spresident/CEO, who calculates a $20,000 increase in media costs onan $800,000 budget by tweaking what he calls a highly successful“Home of the Free” brand which already focuses on fee-freebanking.

“We've had this great message out there for months carriedon all our van wraps and in the ads and the only thing we have todo now in preparation for Bank Transfer Day and Occupy is to step up the pace more sharply,” Foulke said thisweek.

American Heritage figures it offer new members up to $130 infree services to join the CU, including direct deposit of net pay,a no-fee debit card, bill pay, e-statements and $15 incentives fornew member references up to $150.

“And now I see one bank around here just said they offer $200 sothat's a bit discouraging,” lamented Foulke, adding with a laugh,“you can't win”, in this competitive environment.

As to the debate about harsh bank attacks, Foulke said his CUtries to steer clear of the trend. “We're very proud of ourapproach and I even had a banker compliment us the other day on our'classy' style,” he said.

He said American Heritage does intend to take advantage of BankTransfer Day and said, “we'll be open as many hours as we need inour branches if the traffic is there.”

Foulke also noted that his 111,000-member credit union alreadyhas an enviable customer service record. “We were in the top 3% inRaddon's latest survey and I'm glad of that,” he said citingresearch done by Raddon Financial Group of Chicago.

He said also American Heritage is in the process of hiring forits expanded network of 24 branches with three more on the drawingboard. Twenty to 25 new positions are expected to be filled in thecoming months, he said.