Top 3 Credit Union Marketing Priorities

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Re-define marketing.

I’ve written and spoken about redefining credit union marketing on this blog and with my team a lot over the last six months. As a company turning 15 years old this year and still enjoying high levels of success, it would be easy to keep on keeping on and riding this wave of success.

Why fix something that’s not broken?

Because I’ve studied enough business trends and seen great organizations wither on the vine by taking success for granted. They stay stuck for so long they become irrelevant.

Over the next 12 months, my team is going to be rethinking what “marketing” means now. What things are we doing because we’ve always done them that way and need to sunset? What things should we be doing but cannot prioritize because our old processes and services are a drain on our resources?

Through this work, I’ve been studying a lot of innovative companies, historical trends, and marketing data. Time and time again in my conversations with the marketing industry leaders I look up to, I hear and see some of the same trends that successful marketers are focusing on to be successful now and in the future. Those were confirmed in a recent study released by Econsultancy last August. Here are the 3 trends marketers agree are priorities for forward-thinking organizations:

  1. 37% of marketers agree that the No. 1 priority is moving to a more data-driven decision-making process. Few marketers surveyed for this study expressed concern that they don’t have enough good data to make smart decisions and that improving the quality of the data they have is the first move to make this year.
  2. 35% of marketers are prioritizing improved customer journeys and experience in their strategic marketing plans.
  3. 30% of the marketers surveyed said optimizing their budgets and maximizing effectiveness is a top priority. Traditional media is playing much less of a role in marketing than it has in the past, and with so many digital avenues to explore, marketers are finally prioritizing measurement and settling on a consistent presence on those channels that provide the most ROI.

At first glance, these seem like three very different priorities. However, these all play an integral role in each other when combined. The commonality?

EMPATHY

In terms of meeting customer expectations over the next two years, the study revealed that marketers believe empathy for customers and a deep understanding of their needs will be crucial. In fact, 6 in 10 responded that this will be “critically important.”

How can you show empathy and create a delightful experience without having the proper data to know what that experience should look like?

If your credit union marketing results are waning, perhaps it’s time for you to also “redefine marketing” and what it means at your credit union. Your strategic marketing plan isn’t strategic if it’s built around what has always worked, what is comfortable for you, or directives from the board. It should be built around understanding the needs of your ideal member, communicating your experience in solving those problems, and proving that you are the very best partner to solve those problems.

Are you ready to find your next credit union marketing partner? Let’s talk!

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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

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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