The Secret To Credit Union Strategic Planning

multicolored question mark speech bubbles

There’s one rule I ask each of my clients to abide by, with no exceptions, whether it’s credit union strategic planning or strategic marketing for our clients.

That rule is: Ask a freaking question.

Think about this. When you make the statement “we need to grow loans” the natural response of those in the discussion with you will automatically go to ideation. “What if we did a direct mail piece…. Or maybe we could run a rate discount campaign…”

WAIT. STOP. You need perspective on what the actual problem is before you can find the right solution. That’s when you need to pause and “ask a freaking question!” For example: “Why aren’t we growing loans to begin with.” Is it poor response time to loan apps? Is your policy too strict and needs adjustment? Is our rate not competitive? Do we have a brand awareness problem?

Before you take action take time to understand why your loan growth isn’t meeting your goals. The question I pose when the room gets silent is this: “What is the problem we’re trying to solve,” followed by a string of ‘whys.’

“What is the problem we’re trying to solve?”

“Our membership growth has been negative for too many quarters in a row.”

“Why?” [Crickets]

Why crickets? Because this approach makes you look inward to investigate your shortcomings. An obstacle is in your way that you haven’t removed. Some credit union managers take it personally, cliff dive, and throw it back on marketing to solve. Other credit union leaders accept the challenge, dig in, find the reason(s) they aren’t meeting goals and make big breakthroughs. Once that is accomplished, we go full throttle with the marketing.

Until you understand the barriers keeping people from joining and borrowing from your credit union, you’re going to waste a lot of marketing dollars bringing in opportunities you can’t turn into new loans and members. Take this exercise back to your credit union leadership team and ask a freaking question (or a dozen) to gain perspective on what’s holding you back from the growth you could easily be seeing.

What I just described is a vital part of Your Marketing Co.’s credit union strategic planning or marketing client onboarding process. We take a deep dive into the four major areas of your credit union to ask questions and help you (and us) gain perspective. We dig deep to understand what the problem is we need to solve together, and then work collaboratively with our clients to find solutions and experience the growth they deserve. We’re not a fit for every credit union, but if you’re interested in learning more about our process and if we’re a good fit for your credit union, I’m an email away.

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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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