4 Key Things That Make or Break Your Marketing Plan

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With declining traffic in branches, fewer SEG relationships, and more fintech competition, many credit unions are looking to digital as a way to recapture interest, lead and more business. There has been a proliferation of credit union investment in mobile banking and updating websites which is key to competing.  However, there needs to be a focus on offering a seamless omni-channel member experience which flows from mobile to online to branch. A lot of this member experience management is done …

Marketing with an Eye on the Prize

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While not glamorous, project management is a key factor in keeping your focus on credit union goals. Everyone is prone to dealing with the crisis situation when it happens and putting other work aside temporarily. However, if time is not programmed for regular tasks and projects, everything becomes a crisis! Set tracking for easy updating – Be prepared for reporting results on demand. Using a marketing dashboard is a key tool. Also, a budgeting worksheet helps keep tabs on expenditures. …

Taking a Marketing Deep Dive into Data – 3 Must Have Reports

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For most marketers, looking at “the numbers” is not their favorite part of their jobs!  Having learned through the years how often I had to justify marketing expenditures and strategies to CFOs and CEOs, “the numbers” became my friends! Here are three reports that provide the initial insights: What do we have to work with this year? Report: Distribution of Members by Age Segment, overlaying loans and deposit dollars by the age segments. This report offers insights into what segments are …

To Grow, Do You Focus on Lifetime Value or One-Offs?

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There are three dangers that come from setting growth goals in a strategic plan each year that not only may not be attainable, but more importantly are not grounded in developing new members once they join. First, there is the danger of being self-defeating by making up a number, like; “Grow membership by10%” after a year of attracting 3% growth. The second danger is not having a strategy for attracting members in the age segments necessary to bring in loans and/or …

Remember “People Helping People”

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As a newbie marketing director,  I was told the foundation of a credit union was “People Helping People”.  It was the statement of pride for each credit union about why they were in business and added to it was, “Not for Profit but for Service”. For a credit union, it really was a great foundation for talking about why someone should become a member. Whether the credit union was a single sponsor charter or had a large list of Select …

3 Ways to Make Your Marketing Matter – Starting Now

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The New Year enables a fresh perspective on achieving goals across the coming months, and yet the time seems to fly by because of busy schedules, so many people asking you for things and shifts or changes in your marketing plan from senior management. Want a few great ways to stay focused and efficient even when senior managers are throwing wrenches into your nicely laid out plan?  Here are my three “go to” solutions: Create a Swipe File – Set …

Brand Message in 8 Seconds

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What…8 seconds? Yes, it seems that we now have less of an attention span than a goldfish! While it used to be 12 seconds 7 years ago*, with the cacophony of images, media and messages flowing at us at a faster pace from our mobile devices, our brain has mastered more flitting! How do you even get your marketing messages into 8 seconds with comprehension? Your brand story and any marketing message has to be so clear that it can …

Plan Ahead for 2017 with These 3 Steps to Your Story

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Recently, I was asked to share my thoughts by a Credit Union Journal reporter about the problems at Wells Fargo with their cross-selling goals fiasco. The questions were about the opportunity for credit unions to attract prospective members from the negative media coverage. Having worked with credit unions for many years, here is what I said about positioning themselves as an option. Whenever there is a concern over banking, trust or financial security; credit unions can gain momentum if they …

The 5 Key Questions to Jumpstart 4Q Ideas to Reach Goals

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Seems by the end of summer, everyone starts to get back to business much like kids go back to school! There is a lot of flurry to do strategic planning and revisit goals to determine 2017 goals. It can really start to build an overwhelmed feeling, so here are 5 questions to focus attention on the last push for achieving credit union success for 2016: 1. In what age groups, geographic areas, or product types are we not growing? Reviewing your …

Battle That Laissez Faire of Summer

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5 Ways to Jumpstart Your Creativity When you are distracted, stressed or just busy up to your eyeballs, it is often hard to be the most creative. In marketing, being able to come up with that next promotion theme or offer is usually on demand. As Albert Einstein said, “Creativity is intelligence having fun!” So, one of the best things to jumpstart yours is by using humor. One of my favorite tools is a pack of cards called the Creative …