3 Pillars for Successful Marketing in 2022

three pillars reaching for the sky

How you frame what you do matters. For credit unions to solve people’s problems and provide real solutions, it helps to know what people are ready to hear and believe. To make an impact, however, it helps to know how to spread an idea.

As we wind down one year and prepare for the next, here are three marketing pillars you should do with passion and conviction. Because let’s face it: Too many brands never truly connect with their audience, and it doesn’t pay to have great products and services if nobody knows.

Video Killed the Radio Star

Video is the closest you can come to talking to someone face-to-face. It’s the perfect platform to transfer value, create urgency and win perception. And video is not just for silly cat videos; it’s for credit unions, too.

YouTube, alone, has more than 2 billion users each month, which is roughly one-third of total Internet users. More than half of YouTube views come from mobile devices. YouTube reaches more 18-34 and 18-49-year-olds than any cable network in the U.S. And 50% of Internet users look for videos related to products or services before visiting a store.

Think about how we consume social media today as well. How much of it is a video on Facebook, Instagram and TikTok? Also, consider this: 60% of young adults in the U.S. primarily use online streaming to watch TV, according to the Pew Research Center.

Online video, whether it be YouTube advertising, mobile and display ads, over-the-top (OTT) streaming ads, or connected TV (CTT), will continue to grow in 2022. And don’t think the only messaging must be in the way of commercials about products and services. Video can be used for employer branding and recruitment, staff training, testimonials, your credit union’s brand story, and so much more.

Get a Social Life

We’re way beyond whether social media is an option for credit unions. We know it is an essential way to reach consumers. However, the key to success in 2022 is humanizing your credit union’s brand using the medium.

How do you do this? You replace product pitches and self-indulging chest-thumping posts with conversations that solidify the foundation your credit union has with its community. Recently, we had one credit union that saw 400 more engagements and impressions grow 511% in a month – not by posting more, but by being simply more active in the community.

Share community-related events. Share the successes of your staff and members. Create a sense of belonging. Use engaging videos and photos. Or in other words, connect, connect, connect instead of promote, promote, promote.

Stick With It

If I mention State Farm, Geico, Progressive, Allstate, USAA, Liberty Mutual, Farmers and Nationwide, I bet you can recite a jingle, catchphrase, pitchman, or a mascot. These insurance companies realize repetition breeds familiarity, and familiarity develops a level of trust.

Why do they all advertise? They want to be top of mind for when you decide to switch. If a consumer leaves, chances are they will switch to a brand they know. The same is true among banks and credit unions. If you want to convince consumers you’re a better banking option, you must be top of mind.

Of course, big banks and big insurance companies have big advertising budgets. Too often what we see small- and mid-sized credit unions respond with is switching from promotion to promotion. The challenge here is there’s no synergy with the brand.

The final pillar for 2022 is to define your brand attitude and stick with it. For example, actor Jeremy Brandt tells us Capital One is “banking reimagined.” He may talk about slick cafes, checking accounts, mobile banking, etc., but in the end, the brand’s story stays front and center.

Your credit union has a powerful story to tell, but can you gain traction? To create the future you want to see, repetition is the key.

How Do You Frame What Matters?

Let's Get Started!
Get Started!

Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche


Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

Download Teal Paper!
Download Teal Paper!
Download Teal Paper!
Download Teal Paper!
Download Teal Paper!
Download Teal Paper!
Download Teal Paper!