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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