Your Joni Mitchell Obsession Doesn’t Constitute an Ideal Credit Union Marketing Plan

“We cannot see things as they are, for we are compelled by a necessity of nature to see things as we are. We can never get rid of ourselves.”

The author of that quote is unknown, but it comes from The Atlas in London dating back to 1831. That quote is the exact reason I have such success writing a marketing strategy and facilitating strategic planning sessions for my clients but have such a troublesome time doing my own marketing and facilitating my own strategic planning sessions.

I recall a conversation several years ago with a credit union CEO who was pushing really hard to run ads on the classic hits (think 70s mellow rock and roll) radio station. I couldn’t understand why, and how that matched up with our credit union marketing plan and ideal member. After gaining some perspective I realized that was the radio station he listened to most often. Classic hits radio was what the CEO knew.

When you hire a team like YMC, your credit union is not just outsourcing marketing and getting more value with an entire team than you could for that same price in one person. That is all true, but it goes beyond that.

The real value is in the outside perspective you gain with an experienced, outside third-party asking questions and guiding you to understand different perspectives. This credit union’s ideal member was not 55+-year-old, white men.

Desmond Ford said, “A wise man changes his mind sometimes, but a fool never. To change your mind is the best evidence you have one.”

What decisions do you have on your plate right now?

What decisions do you know you’ll need to make this year?

Perhaps it’s a credit union branch opening or closing. Maybe it’s a charter expansion or succession planning. Or maybe it’s as simple as where should I be spending my credit union marketing dollars?

The expense of outsourcing your marketing becomes an investment when you partner with a team that goes beyond the campaign and asks the right questions to dig into your “why.”

Better decisions are made with a fresh perspective. Are you ready to be challenged and experience growth? We’re ready for you. Let’s talk!

From strat plans to rebrands, YMC President and CEO, Bo, is passionate about helping financial institutions come up with a winning formula. If you’re ready to go beyond the SWOT, you can email him at

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