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Closing Out 2024: End-of-Year Credit Union Marketing Essentials

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A cartoon graphic of a yellow person closing the door on a book titled 2024.

As the year winds down, credit unions have the perfect opportunity to reflect on their marketing efforts and set the foundation for a strong year ahead. The financial industry is constantly evolving and staying competitive means balancing the lessons of 2024 with innovative strategies for 2025. From wrapping up campaigns to planning fresh initiatives, a thoughtful approach can ensure your credit union continues to connect with members, deliver value, and stand out in the crowded marketplace. Let’s dive into how you can wrap up the year with intention and craft a marketing plan that drives success in the new year.

1. Conduct a Year-End Marketing Audit

Before you dive into planning for 2025, assess your 2024 efforts:

  • Campaign Performance: Which campaigns drove the most engagement, conversions, or new accounts?
  • Member Insights: What trends emerged in member behavior or preferences?
  • ROI Analysis: Identify where your marketing dollars delivered the best (and worst) returns.
  • Use these insights to identify successes to replicate and areas for improvement.

2. Celebrate Achievements with Members

Engage your community by showcasing the impact your credit union had this year:

  • Total member savings through lower fees or competitive rates.
  • Community contributions, like donations or volunteer initiatives.
  • Member testimonials or success stories.
  • A heartfelt year-end message can strengthen relationships and build trust.

3. Optimize Digital Channels

Ensure your online presence is fresh and functional heading into the new year:

  • Update website banners, product pages, and blog content to reflect the latest offerings.
  • Audit SEO performance and keyword rankings to maintain visibility in 2025.
  • Refresh social media profiles and pin posts to highlight current promotions or services.

4. Run an End-of-Year Campaign

Capture last-minute engagement with targeted campaigns:

  • Offer a special incentive for new account openings or loan applications.
  • Promote financial wellness tools, like budgeting guides or savings calculators, to help members start 2025 on the right foot.
  • Host a social media giveaway or contest to spark engagement.

Preparing Your 2025 Marketing Plan

1. Set Clear Goals for 2025

Establish marketing goals that align with your credit union’s strategic priorities, such as:

  • Increasing member growth by X%.
  • Boosting engagement with financial education content.
  • Enhancing adoption of digital banking tools.
  • Ensure your goals are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

2. Deepen Your Member Understanding

Refresh your ideal member personas to ensure your campaigns resonate. Incorporate:

  • Feedback from surveys or focus groups.
  • Data on member preferences and digital interactions.
  • Trends in financial behavior, such as increased interest in sustainable banking or personalized services.

3. Prioritize Digital Transformation

With digital banking becoming essential, make sure your marketing reflects this shift:

  • Showcase the convenience and security of your digital tools.
  • Use targeted ads to promote app adoption or online loan applications.
  • Create step-by-step tutorials or videos to guide members through digital services.

4. Embrace Emerging Marketing Trends

Stay ahead by integrating new strategies:

  • Hyper-Personalization: Leverage data to deliver messages tailored to individual members.
  • Short-Form Video Content: Platforms like Instagram Reels and YouTube Shorts can bring your credit union to life.
  • Community-Centric Campaigns: Highlight your local impact to connect on a deeper level.

5. Plan a Robust Content Calendar

Build a 2025 content calendar that aligns with seasonal priorities, industry events, and member needs. Include:

  • Monthly blog posts focused on financial education.
  • Quarterly campaigns tied to major milestones (tax season, back-to-school, holiday saving).
  • Regular social media updates to keep members informed and engaged.

6. Budget Strategically

Review your 2024 spend and allocate resources wisely for 2025. Invest in areas with proven ROI and consider testing new channels or formats to diversify your approach.

Final Thoughts: Start 2025 on the Right Foot

Wrapping up the year is more than a task—it’s a chance to solidify your credit union’s reputation and build momentum for the future. By reflecting on what worked in 2024 and crafting a thoughtful, member-focused marketing plan for 2025, you’ll be ready to achieve greater success in the new year.

Need help creating your 2025 marketing strategy? Let’s collaborate to make your credit union’s goals a reality!

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Robb Cribb

Marketing Strategist

Initially from the client side of YMC, Robb has taken the plunge into the world of marketing to provide his expertise as your strategist. With years of experience in the financial sector – both credit unions and banks – he says, “I didn’t pick the financial space. It picked me.” But what brings him to YMC is the same motivation that drew him to the credit union industry: making a difference in people’s lives and helping them achieve what they never imagined. Possessing a fighter’s spirit, he lives his life by the words of the Italian Stallion himself, Rocky Balboa, “You, me, or nobody is gonna hit as hard as life. But it ain’t about how hard you hit. It’s about how hard you can get hit and keep moving forward.”
 
Whether he’s talking shop over a client dinner or unwinding at the end of the week, Robb enjoys a nice cut of steak and a nicer pour of bourbon to wash it down. A straightforward yet no less refined pairing, this combination perfectly reflects his marketing philosophy that, sometimes, simple is much more impactful.

Sara Breckbill

Social Media Manager

Sara is YMC’s very own Social Media Manager, and she has the experience and know-how to take your social media presence to new heights. Since her first college course on social media marketing, she’s known, “This is something I could do, and be happy doing it!” Her three guiding principles in branding: consistency, relatability, and humor. She knows people remember things that make them laugh or make them feel seen, so it’s no surprise she excels at crafting strategic and engaging social media content. Her advice to young marketers is the same motto she lives her life by: Enjoy the journey! Collaborative and creative, she feels right at home at YMC.
 
In her downtime, Sara enjoys Japanese food, hot or iced coffee, and listening to her favorite singer-songwriters. Some day, she hopes to visit Niagara Falls in person, but in the meantime, she’s happy to enjoy the journey.
Mandy Garman headshot

Mandy Garman

Graphic Designer

Meet Mandy, one of YMC’s in-house Graphic Designer phenoms! Honing her craft from an early age, Mandy constantly strives to innovate design and refine her artistic techniques. An avid believer in “quality over quantity,” she feels right at home with YMC’s focus on details and dedication to providing unique strategies. In fact, her marketing philosophy reflects this drive for excellence and commitment to substantial work, “Brand consistency is key for all marketing materials. Also, I believe less is more in graphic design. White space is your friend, and the logo does not always need to be the main focal point.”

A Nashville native, Mandy is intimately familiar with the profound effects of great art and stellar design. Especially influenced by the city’s music scene, one of her lifelong ambitions – besides trips to Italy and Japan – is to professionally create album covers. When she isn’t practicing her craft, you might catch her out and about enjoying matcha boba tea or at her favorite dining establishment: Mas Tacos. That, or obsessing over her Persian cat, Benny!

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

Copywriter

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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