Marketing

MBD 12: And the Winners Are…

CUNA Marketing & Business Development Council honors top marketers during annual conference.

March 12, 2012
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The CUNA Marketing & Business Development Council named Anne Legg the 2012 Marketing Professional of the Year during its annual conference in New Orleans.

Legg (pictured above left) is vice president of marketing for Cabrillo Credit Union in San Diego.

John Godwin, vice president of business development for MECU of Baltimore Inc., received the 2012 Business Development Professional of the Year Award, and Kim Wall, community development director for Georgia United Credit Union in Duluth, is a 2012 inductee into the CUNA Marketing & Business Development Council Hall of Fame.

The Hall of Fame recognizes marketing professionals who have excelled at this discipline throughout their careers. It’s the council’s most prestigious honor.

Best practices

Also honored during the council conference are these best practices award winners, recognized for developing innovative solutions to a variety of business problems:

• Maps Credit Union, Salem, Ore. The credit union’s "Buy Local” program heightened its relationships with local businesses, drive traffic to existing business members, and encourage the community to buy local.

The initiative resulted in a 10% increase in participating businesses in 2011, a 95% renewal rate for 2012, increased website traffic on its Buy Local page, and the infusion of about $2,500 into the local business community.

• Truliant Federal Credit Union, Winston-Salem, N.C. Its REAL (Rural Entrepreneurship through Action Learning) program provides networking opportunities, small business education, financial literacy, and counseling to build small business owners’ financial strength and business skills.

REAL has produced 126 graduates, eight of whom who have opened businesses and 22 who plan to do so within the next five years. In 2011, Truliant Federal received the received the prestigious National Association of Housing and Redevelopment Officials Merit Award for job creation and entrepreneurship training.

• Fort Worth Community Credit Union, Bedford, Texas, for the creation of a virtual spokesperson, “Gabby.”

Through social media tools including Facebook, Twitter, Pinterest, a blog, and a microsite, Gabby engages and interacts with a targeted female audience (women age 28 to 55) to develop relationships that will lead to membership growth and increased product/service use among current members.

The result: 8.4% membership growth in less than 10 months and a 17.1% increase in loan growth over the previous year.

Click here for a full list of 2012 Diamond Award winners.

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Great article! Unfortunately, most employees don’t feel valued or appreciated by their supervisors or employers. In fact, research has shown that the predominant reason team members quit their jobs is because they don’t feel valued. This is in spite of the fact that employee recognition programs have proliferated in the workplace – over 90% of all organizations in the U.S. has some form of employee recognition activities in place. But most employee recognition programs are viewed with skepticism and cynicism – because they aren’t viewed as being genuine in their communication of appreciation. Getting the “employee of the month” award, receiving a certificate of recognition, or a “Way to go, team!” email just don’t get the job done. How do you communicate authentic appreciation? We have found people have different ways that they want to be shown appreciation, and if you don’t communicate in the language of appreciation important to them, you essentially “miss the mark”. Additionally, employees need to receive recognition more than once a year at their performance review. Otherwise, they view the praise as “going through the motions”. A third component of authentic appreciation is that the communication has to be about them personally – not the department, not their group, but something they did. Finally, they have to believe that you mean what you say. How you treat them has to match the words you use. If you are not sure how your team members want to be shown appreciation, the Motivating By Appreciation Inventory (www.appreciationatwork.com/assess) will identify the language of appreciation and specific actions preferred by each employee. You then can create a group profile for your team, so everyone knows how to encourage one another. Remember, employees want to know that they are valued for what they contribute to the success of the organization. And communicating authentic appreciation in the ways they desire it can make the difference between keeping your quality team members or having a negative work environment that everyone wants to leave. Paul White, Ph.D., is the co-author of The 5 Languages of Appreciation in the Workplace with Dr. Gary Chapman.

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