What is Credit Union Marketing’s REAL Job?

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What are your expectations for your credit union marketing team? If your credit union is like most organizations, marketing is taking on a more strategic role, moving from traditional roles such as brand and advertising to new areas, including market-entry strategies and market selection, according to a recent study from The CMO Report.

The study released in March found that traditional marketing responsibilities are still at the very top of the list with the brand being one of the leading functions (94.1%, up from 90% in February 2020.) Other primary responsibilities cited by at least 9 in 10 respondents were advertising (92.3%, up from 86%) and digital marketing (90.5%, up from 86%).

There was one interesting change in the report from 2020 to 2023, and that was revenue growth as a function of marketing. In fact, 41% of marketing professionals who responded to the survey included growth as an objective of their marketing position. This strikes me as odd because I have always believed that the main function of marketing is growth, including revenue.

Brand, advertising, digital marketing, yes, they all are a function of marketing and they should all drive growth. If it doesn’t, nothing else matters. If your brand is not recognized by your ideal members within the community, growth will be difficult. If your advertising message isn’t sealed with a strong value proposition, you will continue to be “the best kept secret.” If you don’t have a solid digital marketing strategy, employing the proper channels with constant review and adjustments, you’re losing to your competition.

The lack of understanding around the true function of marketing has never been clearer to me than when I’ve been asked to judge credit union marketing awards. Often “great creative” was handed an award despite the blank “goals and results” section. That is the most important part of marketing. It may look great and be fun, but if it didn’t accomplish anything, does it really deserve an award?

This isn’t me just being cranky.

As a credit union leader, the No. 1 expectation of your credit union marketing team should be growth. Granted, it can’t be the sole function of marketing, but it must be the focus. Understanding the goals, knowing your ideal credit union member, creating a strong message with a clear and unique value proposition, and knowing the right channels and platforms to use to meet those objectives are must-haves for your credit union marketing.

If your credit union marketing is lacking, or you just feel stuck where you are, perhaps Your Marketing Co.’s team can help? We’re just an email away.

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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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