4 Key Things That Make or Break Your Marketing Plan




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 …

4 Key Things about Marketing Yourself




Your Personal Strategic Plan. Do you have a plan framed out for achieving your vision of success? For your working life, your love life, and your creative life, do you have goals? You should have a plan for one reason, to make sure you focus on You, Inc., not be buffeted by the winds of change or other people’s ideas of what you should do! Your Personal Marketing Plan. Marketers often know how to market companies, but often do not …

Marketing with an Eye on the Prize




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. …

Eye on the Success Factors




What is your vision of success? Do you have a dream or goal that is just out of reach? Since you are the business of “You, Inc.,” it is just as important to have a plan and goals to achieve them. Funny thing is, many people tend to set a few goals for the year each January with the good intentions of achieving them. However, within a few weeks or months, they disappear in the mound of work projects and …

Showing Your Marketing ROI




When you started in marketing, you may have been attracted to it so you could manage creative projects. With the fast evolution of technology, especially the social media networks and digital advertising, the marketing mix has continued to change and become harder to show direct results. In a Financial Brand article about how financial marketers are not ready for the future, there was a chart that showed “Budget” was the biggest marketing challenge followed by “Measuring performance and/or proving results …

Showing Your Results with a Personal Portfolio




If an opportunity presented itself to you today, are you ready to showcase yourself? How do you currently present your accomplishments in your career? Having an updated resume is a good start yet the best tool for talking easily about your successes is a Personal Portfolio. Why a Personal Portfolio?  Three key reasons to create one, both physical and online: The personal portfolio is a great tool to use during an interview, enabling the interviewer to see your work and …

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




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 …

Working the Opportunities with a Personal Marketing Plan




If you have been in marketing for several years, one thing that can happen is that your creative muscle gets worked hard during office hours. That may leave little creative energy for later, when you are considering new ideas or work on fun personal projects that excite you. Very important is to have a focus on creating marketing for “You, Inc.”  And, you may be rolling your eyes as you read this, thinking that you’re not an entrepreneur, but you’re …

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




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 …

What’s Your Growth Strategy? Creating Your Lifetime Value




In his book, Outliers, Malcolm Gladwell states that to achieve mastery in a sport, music, or other field of work takes 10,000 hours. While it is easy to joke that you have accrued “10,000” hours in your 5-year career of 8-hour days, you can’t stop adding value to “you” as a business. By updating, re-educating, gaining experience and practicing, we are never fully cooked or “done” improving. Think of how many books you have read in the last month, whether fiction, …