Does your Credit Union Marketing End with Dazzling Success?         


Author Ray Bard once said this about the success of organizations: “Every dazzling success is made from four components, and everyone, everywhere has the first two.”

Bard says the first is a big idea. “Everyone has one,” Bard said. Being a successful business owner, real estate investor and angel investor I’m always privy to big ideas. Bard was right, there is no shortage of them. And even in credit unions, I see and hear big ideas all the time.

The second component of a dazzling success story is the step-by-step, the how-to, along with some examples that demonstrate the big idea. Most with a big idea have at least thought about the steps to make it realistic. “This is how I would…” Whether it’s a credit union marketing strategy or a tactic of credit union strategic planning, the big idea and the how-to come naturally to creative and open-minded leaders.

But what about the final two components? These two are what separate dreamers from successful doers.

The third component of a dazzling success story is entertainment. “Entertainment is the currency that will buy you the time and attention of a too-busy public. Information is the medicine they need, but entertainment – wit – charm – enchantment – is the spoonful of sugar that helps the medicine go down.”

This component also is where things go awry for some credit union leaders. Entertainment requires knowing your niche audience, your ideal credit union member, and creating something that speaks directly to them. “Yes, but we can’t leave anyone out!” The failure in this thinking is that in trying to please everyone, you please no one. Your brand and message are too broad and don’t cut through the clutter of everyone else with the same type of message.

And the fourth? Hope. “People don’t just need advice; they need genuine encouragement. When you give them a glimpse of a future that is better than the past, when you help them see a tomorrow that is better than today, and they see it is within their grasp, you have done the only thing that any business ever needs to do.”

This has proved true in a recent CUinsight article I wrote on crafting a story that goes beyond product and service, feature and benefit. I received so much feedback, I decided to write a second part, coming soon.

Bard concluded his thoughts with this gut punch of a statement: “The objective of every business is to make someone happy.” We do have goals to hit, bottom lines to watch, and operational necessities to pay attention to. But in the end, if your product or service can provide some joy in life, that’s a job well done. Let’s talk about finding your joy!

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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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