Get Real With Your Credit Union Marketing

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With an ever-changing industry, national banks and fintechs leading digital transformation, large credit unions merging in a seemingly endless supply of boutique credit unions, and financial uncertainty abound at every turn, you may wonder, what is the best way to weather the storm and even grow through this inflation and unrest? The truth is this is a fantastic time for boutique and mid-sized credit unions to thrive!

We see it every day and especially every quarter when we check Your Marketing Co.’s credit union performance statistics. How are the credit unions we have the honor of serving compared to their peers? CUNA’s monthly survey estimates a 0.4% growth in memberships in Q1 while YMC-partner credit unions averaged 1.61%for Q1. Loan growth again shows the tenacity and determination of our credit union partners showing an average growth of 13.26% compared to CUNA’s data that show 3.5% loan growth.

Numbers do not lie, and the story they are telling is it is a great time to be a credit union seeking relevancy and growth. You may be reading these numbers, wanting to beat the averages, asking, “How can we reach those percentages?” If you want growth, start by injecting relevance into your credit union marketing campaigns.

Look at what makes your credit union, your membership, and your area unique. Some of the best campaigns or promotions we’ve helped run haven’t been shortcutting rates, promising outlandish things or even guaranteed approval. They’ve been ones with imagery, copy, and giveaways hyper-focused on the local area where members live.

Giving away crawfish in Louisiana, fireworks in Wyoming and Dollywood passes in Tennessee – any way credit unions can target members’ existing interests is sure to be a game-winning campaign. Auto promotions featuring images of the cars and trucks most driven in your area and mortgage promotions with images of obtainable, affordable homes versus unaffordable dream homes speak volumes to your ideal member.

That festival or event you avoid because it’s too crowded or it’s always on the hottest day of the year, but you know your members are going? Find a way to leverage that into unique credit union marketing campaigns.

Does a high percentage of your membership vacation in the same destination every year like a specific beach or area of the country? Make that a giveaway!

Every city has a festival or event, a local restaurant, or even an experience like a backyard crawfish boil that makes it unique. Find those locations and opportunities that make your area unique and focus there.

Want to get started? Here’s how you can help:

  • Activities
    • What does your ideal member do for fun? Local events, festivals, concerts, you name it and if the member does it, we should position it or sponsor it.
  • Traditions
    • What are those local traditions that seem commonplace? Chances are if you think it’s too common to use, so do your competitors. Let’s leverage those to illustrate we are more in sync with our members’ lives than the banks.
  • Destinations
    • Where does your member go? For example, some cities or states in the country have an unusually high number of residents that travel to one or two primary destinations (Ex. The most traveled destination for Hawaii residents is Las Vegas). Let’s leverage that for an awesome campaign!

People feel a sense of pride in where they live and their local communities. Banks have routinely shut down neighborhood and rural branches and miss this opportunity in their marketing and branding. Credit unions can fill that gap – and take advantage of the attention. After all, we are the local choice. We are the best choice financial services option for consumers. Now, we must demonstrate we are the most relevant choice for them in your credit union marketing.

Let's 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!

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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