Personalized URLs (PURLs) and Quick Response (QR) Codes are two response tools credit unions can apply to member communications, including transactional documents, to reach members on an individual basis using tailored messages. Research indicates that a growing number of people across many age groups are turning to electronic communications. Using these resources, credit unions can explore new business opportunities with targeted messaging that segments audiences based on their particular interests. For more information visit http://www.nafcu.org/cathedral

1. PURLs and QR Codes White Paper
Response tools credit ACCOUNT #
111-1111
STATEMENT PERIOD
12/06/2010
PAGE
Page 1
unions can apply to member 632 Ellsworth Rd.
Rome, NY 13441
800.698.0299
communications, including DFFFFAAATADTFFADAFFADDDTDAAFTFDTDDDDAAAATADAAAFTFDTTFDTDTTDAFAAAF
Sam,
MAKE A
Sam Sample SPLASH!
transactional documents,
123 Anywhere St.
Anytown, NY 12345 New and Used Boat Loans
from Trusted Credit Union.
Sam, scan this code with
your mobile phone to access
to reach members on an
your special offer or go to
www.cathedralpurls.com/QR
individual basis using tailored
ADVANTAGE FREE BASIC ACCOUNT 111-1111
LAST STATEMENT 11/05/10 96.71
messages.
2 CREDITS 3,500.00
2 DEBITS 693.56
THIS STATEMENT 12/06/10 2,903.15
_ _ _ _ _ _ _ _ OTHER CREDITS - - - - - - - - -
DESCRIPTION DATE AMOUNT
PAYROLL PayrollAccount# 11/10 1,750.00
Sam
PAYROLL PayrollAccount# 11/24 1,750.00
W , Trust
_ _ _ _ _ _ _ _e_ OTHER DEBITS - - - - - - - - -
o o are ed C DATE
DESCRIPTIONf
ur now re
ca 009780 boat 9576 ri d t Unio 11/12
ATM Withdrawal 11/11/10 15:03 2292of MAINiSTREET
AMOUNT
ANYTOWN NY n m
fe n nh
100.00
loaEND LOAN Account2 a 11/22
us HOME EQUITYaOPEN ns. g low
ake
PAYMENT TOe
d bo sad
at. splash Star AND RETURNEDtITEM FEESo- -
inte 593.56
- - - ITEMIZATION OF OVERDRAFT ting
re eal f -
this a s r r
sum t 2.9% ates on you.
mer APR a
, you ll
632
Ells
wit
wor
th R For
oad, sca a snea
TOTAL FOR THIS h a
Rom n k
eN you this c peek
new YEAR TO DATE
Y, 13 r o
441 or g mobile de wit ,
cath o to Sa devic h
ww
w.c TOTAL
or
athedr e
PERIOD alco QR edralp mSam
rpor urls p
atio
n.co .com le.
m
1-80
/
TOTAL OVERDRAFT FEES: 0-69
8-02 .00 .00
99
TOTAL RETURNED ITEM FEES: .00 .00
ant
*** C O N T I N U E D ***
you w
S am, do edit Union
grow?
d Cr
Truste

3. PURLs and QR Codes White Paper
Executive Summary
Personalized URLs (PURLs) and Quick Response (QR) Codes are two response
tools credit unions can apply to member communications, including transactional
documents, to reach members on an individual basis using tailored messages.
Research indicates that a growing number of people across many age groups are
turning to electronic communications. Using these resources, credit unions can
explore new business opportunities with targeted messaging that segments audi-
ences based on their particular interests. The electronic format ensures a clear
response path for users and increases the value they place on printed transactional
documents as member communications.
QR Codes and PURLS add value to printed communications including transactional
documents and direct mail. They create opportunity to generate an electronic
response from a printed document, which is trackable and measureable. The
. . . nearly four out of 10 (37%) of
customer has the benefit of understanding what offer has produced results so they
can do more and eliminate or change those that have not. respondents surveyed in late 2010
said they use mobile devices to
PURLs and QR Codes browse or research products and
Gone are the days when credit union members made weekly trips to local branch- services.
es to conduct in-person transactions. Credit union members have now grown
accustomed to receiving their transactional data whenever and wherever they
want it. Many can access their personal financial data right at their finger tips by
using a cell phone. According to the Art Technology Group (ATG) (201 nearly1),
four out of 10 (37%) of respondents surveyed in late 2010 said they use mobile
devices to browse or research products and services. This adoption of technology
presents an opportunity to offer tailored, individual messages to consumers which
can then be tracked.
According to Mobio Technologies, Inc. (201 the ma-
1), . . . the majority of QR scanning in
jority of QR scanning in the U.S. is performed by con- the U.S. is performed by consumers
sumers ages 35-44 (25%), with steady adoption being
seen among those ages 18-54 (84%). ScanLife (201 1)
ages 35-44 (25%), with steady
indicates that mobile barcode (1D and 2D) scanning adoption being seen among those
traffic has increased over 800% in the past year. ages 18-54 (84%).
About
Two communications tools that are increasing in popularity are PURLs (Personal-
ized URLs) and QR Codes (Quick Response Codes). PURLs are Web pages or
microsites that are tailored to individual visitors. The pages are created using a
database with information about each user that credit unions already have. QR
Codes are two-dimensional barcodes that store data. Made up of small black

4. Trusted Credit Union
squares on a white background, QR Codes contain information from a source that
can be retrieved, transferred to a cell phone and tracked.
Innovative Messaging The Short Code URL is the most
Both PURLs and QR Codes provide innovative outlets to disseminate information. faceted, since it is readable by all
In particular, PURLs can reach members on an individual basis through custom- QR Code Readers worldwide and
designed Web pages. These pages have a unique and personalized Web address also offers relevant statistical data.
where each recipient will see his/her name. This establishes a personal and
engaging experience to inspire that person to visit the microsite.
QR Codes offer several options, particularly Online Codes and Offline Codes. On-
line Codes point to an Internet address and require an Internet connection. There
are three sorts of Online QR Codes:
n Short Code
n URL
n Short Code URL
The Short Code URL is the most faceted, since it is readable by all QR Code Read-
ers worldwide and also offers relevant statistical data. Offline Codes do not need an
Internet connection and are directly resolved on the phone. The following content
can be encoded from an Offline Code:
n Addresses
n Text
n Short Message Service (SMS)
n Telephone Numbers
The most common way to access the information encoded in a QR Code is to scan
the code with a camera phone or any other smart mobile device. Both PURLs and
QR Codes generate real-time responses from printed or electronic communications.
Business Analysis Tools
The two tools are invaluable to organizations that want to reach their custom-
ers more effectively. First, PURLs provide a personalized electronic response to a
targeted message that is reserved for individual recipients. As a result, they are an
excellent avenue to reach, respond to, or interact with customers. QR Codes are
equally effective. They enable an electronic inquiry from a mailing, which creates a

5. new communications channel. Once on a user’s phone, the QR Code provides writ- Frequency of consumers
ten details about a business, or perhaps a URL, where a prospective customer can scanning QR codes
click for additional information. Organizations can then monitor and track prospec-
tive customer click-throughs and activity once someone has scanned the QR image
on the document with a mobile device. According to the advertising agency MGH
(201 the top uses of those who said they have scanned a QR Code were to get a
1),
promotional deal (53%) or obtain additional information (52%).
38% 62%
An Excellent Resource for Credit Unions
Credit unions are an ideal industry to utilize PURLs and QR Codes because it is
essential to continually reach members in new and better ways. Both tools offer
innovative methods to interact and communicate with members, particularly by
reaching people on a different level using electronic communications. This new ve-
hicle is becoming increasingly popular because it “speaks” to members of “Genera-
tion Y” as well as others wanting to learn more about the new phenomenon. People Percent of consumers who have
are frequently on the Internet, whether they are using a computer at home or the scanned QR codes multiple times
office, or accessing the Web via a smartphone. According to Nielsen Co. (201 1),
31% of all U.S. mobile users have smartphones. As a result, credit unions can reach
members quickly, more frequently, and on a more personal level. eMarketer (201 1)
indicates that smartphones are projected to be in the hands of 43% of mobile users Mobile phone users who
by late 2015. have smartphones
Instead of reaching credit union members merely with printed documents such as
monthly account statements, electronic statements and documents provide the
member a direct link to online offers and content. Also, by adding PURLs and QR
Codes to transactional documents, correspondence, and direct mail pieces, there is
an opportunity to generate an electronic response from the printed piece. Incorpo- 69% 31%
rating these response mechanisms into printed documents can increase the market-
ing effectiveness of the mailing. Results of campaigns can be measured based on
response data.
ACCOUNT # STATEMENT PERIOD PAGE
111-1111 12/06/2010 Page 1
632 Ellsworth Rd. Percentage of all mobile phone
Rome, NY 13441
800.698.0299 users who have smart phones.
This is projected to increase to
Sam, 43% by 2015
DFFFFAAATADTFFADAFFADDDTDAAFTFDTDDDDAAAATADAAAFTFDTTFDTDTTDAFAAAF MAKE A
Sam Sample SPLASH!
123 Anywhere St.
Anytown, NY 12345 New and Used Boat Loans
from Trusted Credit Union.
Sam, scan this code with
your mobile phone to access
your special offer or go to
www.cathedralpurls.com/QR
ADVANTAGE FREE BASIC ACCOUNT 111-1111
LAST STATEMENT 11/05/10 96.71
2 CREDITS 3,500.00
2 DEBITS 693.56
THIS STATEMENT 12/06/10 2,903.15
_ _ _ _ _ _ _ _ OTHER CREDITS - - - - - - - - -
DESCRIPTION DATE AMOUNT
PAYROLL PayrollAccount# 11/10 1,750.00
PAYROLL PayrollAccount# 11/24 1,750.00
_ _ _ _ _ _ _ _ _ OTHER DEBITS - - - - - - - - -
DESCRIPTION DATE AMOUNT

6. PURLs and QR Codes enable an opportunity to
generate new business by targeting messages to
members with offers that are relevant to them. The
formatted designs can be highly customized with a
MAKE A
member’s account information, therefore offering
better target messaging and segmentation of audi-
SPLASH!
ence members.
This messaging from credit unions provides a clear
response path for the credit union member to
follow easily. Members feel comfortable respond- New Boats
ing because they already know and trust their
credit union. This new vehicle creates an electronic
avenue to opt in, inquire, and apply for offers they
5.50%
APR*
FOR 24 MOS.
have been selected to receive. New and Used Boat Loans
from Trusted Credit Union
Utilizing electronic communications generates Used Boats
6.50%
With a Boat Loan from Trusted Credit Union, it’ll be smooth sailing
value in printed documents, shortens the sales ahead. We offer you comfortable terms and attractive rates on your
cycle for new product sales, allows for concurrent new or used purchase. Stop by your nearest Trusted Credit Union APR+
branch and apply, or call us for more information.
campaigns, and increases the response to direct FOR 24 MOS.
marketing efforts. You’ll set sail in no time with a Boat Loan from Trusted Credit Union.
One of the major benefits of electronic com-
munications (Web site and home-banking gener-
ated inquiries) is that member click-throughs and Trusted Credit Union
activity can be monitored and tracked. When a
member scans a QR image on the document with a CLIENT SERVICES
800.698.0299 tcu.com
mobile device, the member’s response can also be
tracked and measured for success. These trackable * New Minimum loan is $5,000 and maximum is $75,000. Rates and down payments based on credit score and term selected. Payment example - $10,000 for 24 months @ 5.50% = $444.70 per month. Only 2010 and newer purchased from a dealership, never registered or titled.
+ Used 2004 to 2010. Minimum loan is $5,000 and maximum is $50,000. Rates based on credit score and term selected. 85% loan to value financing. Payment example - $7,500 for 24 months @ 6.50% = $337.88 per month. Additional rates and terms are available, ask a Branch
Banking Representative for details. Rates include a 0.25% discount for automatic payments. Insurance required, premium amount not included in payment examples. Current Trusted Credit Union loans will not be refinanced at these rates. Subject to credit approval
responses make it easy to measure and increase
return-on-investment (ROI) for a credit union’s
printed communications. These tools are another
way credit unions can yield more benefits and value
from their existing customer data.
The Cathedral Advantage
Cathedral Corporation encourages customers to use PURLs as a means of per-
sonalizing electronic responses to targeted messages. QR Codes offer a similar
electronic response method integrating reader inquiry using mobile applications.
Cathedral enables credit unions to provide easy access to offers that are tailored
to desired members. For credit union members, PURLs and QR Codes provide
another vehicle of response to offers that address their needs. For credit unions,
these technologies add value by capturing in real time their members’ responses
to offers or customer communications.
Cathedral has included PURLs successfully in customer campaign documents,
and the use of QR Codes is the natural outgrowth of the use of a data-driven
response generation technology.

7. Sources
ABI Research (December 2010). Mobile Commerce in the US to Reach $4.9 Billion This Year, Up From
Just $363M in 2008. Mobile Marketing Watch. Retrieved from: http://www.mobilemarketing-
watch.com/mobile-commerce-in-the-us-to-reach-4-9-billion-this-year-up-from-just-363m-
in-2008-12086/.
ATG (October 2010). Consumer Shopping Experiences, Preferences, and Behaviors. Retrieved from:
http://www.atg.com/resource-library/white-papers/atg-online-shopping-study.pdf.
eMarketer (January 2010). How Mainstream Are Mobile Apps? Retrieved from: http://www.emarketer.
tv/Article.aspx?R=1008168dsNav=Rpp:25,Ro:0,N:1 141-861xsrc=TagCloudPanel.
MGH Marketing (February 201 QR Code Usage and Interest Survey. Retrieved from: http://mghus.
1).
com/assets/managed/QR%20code%20Stats%203%2021%201 1%20FINAL.pdf.
Mobio Identity Systems, Inc. (February 201 The Naked Facts: QR Barcode Scanning in 2H-2010.
1).
Mobio Identity Systems, Inc.
Nielsen Company (December 2010). U.S. Smartphone Battle Heats Up. Retrieved from: http://blog.
nielsen.com/nielsenwire/online_mobile/us-smartphone-battle-heats-up/.
ScanLife (April 201 Mobile Barcode Trend Report Q2 201 Retrieved from: http://blog.scanlife.com/
1). 1.
wp-content/uploads/201 1/07/ScanLife-Trend-Report-Q2_201 1_Final.pdf.
Learn more about how Cathedral Corporation adds PURLs and QR
Codes to member communications.
Contact Cathedral Corporation at:
800.698.0299 or e-mail us at sales@cathedralcorporation.com

8. Cathedral can translate your critical communications needs into Cathedral EssentialsTM—
high-value document and communication services that can include checks, statements,
e-statements, invoices, and personalized direct mail, as well as complete data management
and maintenance services. With over 80 years of experience and an absolute guarantee for
accuracy and timeliness, you can count on Cathedral to deliver EssentialTM communications
Cathedral Corporation solutions that are as innovative as they are effective in positioning you for a vital future.
Griffiss Technology Park
Contact us to learn more about how Cathedral can help you exceed your member expectations,
632 Ellsworth Road
receive application samples, or arrange for an online demo. We know that you live your
Rome, NY 13441
commitment to your members. When you choose Cathedral, we live it, too.
phone 800. 698. 0299
www.cathedralcorporation.com