More conference highlights:
• Consumers’ disgust with banks’ predatory practices and bailouts gives credit unions the perfect chance to build market share, says Patrick Adams, president/CEO of St. Louis Community Credit Union.
“This is our ‘bags fly free’ moment,” says Adams, referring to Southwest Airline’s popular practice of not charging passengers for their first piece of checked luggage. “Don’t lose this opportunity.”
• Measure results, not activity, when gauging business development success, says Celeste Cook, CEO of CUStrategies LLC. When she worked as a credit union business development executive, she spent a fair amount of time playing golf—and building relationships—with executives of a former select employee group (SEG).
Both Cook’s putting and relationship-building paid off: The company, AT&T, rejoined the credit union as a SEG, providing access to thousands of potential members.
• Build “mind share” to grow market share, says brand strategist Libby Gill. “Capture members’ heads, hearts, and loyalty.”
Five ways to do this: Define and deliver authentic value, confirm your status as a go-to authority, create a sticky message, create a “wow” website, and implement a culture of continuous improvement.
Council honors top marketers
Taking top individual honors from the CUNA Marketing & Business Development Council are:
- Amy McGraw, marketing director for Public Service Credit Union, Romulus, Mich. (Marketing Professional of the Year). She helped her credit union grow from 19,000 members and $89.5 million in assets four years ago to more than 23,400 members and $126.3 million in assets today despite the challenging economy.
- Brynn Ammon, project manager for $1.1 billion asset Pen Air Federal Credit Union, Pensacola, Fla. (Business Development Professional of the Year). In 2010, under her leadership, Pen Air Federal opened more than 100 new business accounts and signed up 120 new select employee groups.
- Joye Cox, vice president of marketing for $671 million asset SAFE Federal Credit Union, Sumter, S.C. (Hall of Fame inductee). She has been instrumental in adding underserved communities, expanding programs for senior members, and laying the groundwork for a student-run branch in a local high school.