And the Main Killer of Marketing Success Is…

Man looking at computer and writing in notebook

Picture this: It’s a warm summer afternoon in your hometown. Two brothers return from the playground to find both their parents had run to the store. Locked out of their home, they did what adventurous young boys do; they climbed onto the roof and shimmied down the chimney to get into their house. When they got to the bottom and crawled out of the fireplace, one of the boys had soot on his face while the other did not. The clean-faced brother immediately went into the bathroom and washed his face. The brother with soot on his face did not. Can you guess why?

Each of their actions was based on the assumption that the other brother was in the same condition as they. The clean-faced brother looked at the soot-covered face of his sibling and assumed his own face was the same. The soot-covered boy didn’t think to wash his face because he was looking at the brother whose face was completely clean. Though their actions were different, they each made the same mistake.

When crafting strategy, messaging, or marketing tactics, we often behave like these imaginary brothers. We assume that we are like other people and they are like us. In your credit union, this all-too-common mistake might lead you to place an ad on a country radio station because that’s what you enjoy listening to. It may cause you to choose a digital marketing strategy over a traditional approach because you are tech-savvy. It could also convince you to adopt a safe marketing strategy because your risk appetite isn’t as high as your board’s.

The assumption that misinformed the brothers is the same assumption that misinforms you, the leader.

Do you ever push pause long enough to put yourself in the shoes of your members—or your team members? Do you take time to look at the world through their eyes, or do you assume that they think just like you? Do you automatically assume that your members have the same preferences you do? Or even worse, do you presume to know the preferences of potential members you hope to attract?

If you answered “yes” to any of these questions, that could explain why you’re struggling to succeed. These faulty assumptions are the reasons your membership growth is stagnant. Even though you truly believe you are being empathetic toward your members, you’re not. Instead of putting yourself in their shoes; you’re actually putting them in yours.

If you’re looking to make 2019 the year that your credit union turns things around, it’s going to take a fresh approach based on facts, data, and outside perspective. Fortunately, you don’t have to figure it out on your own. The YMC team is ready to roll up our sleeves and get in the trenches alongside you. Whether it’s a strategic planning session, an ambitious rebranding campaign, or outsourcing your marketing to our team of experts, we are ready.

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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!

Living life by his motto to “Do good even if the world is unfair,” Dexter would also advise his younger self, “It’s hard, but you’re doing good!” 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.

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