Marketing

Born Consumers

July 20, 2009
Financial education should start before a child’s formal education, new CUNA-sponsored research reveals. Dick Radtke Elizabeth Goodman, a United Church of Christ pastor in Lenox, Mass., is the mother of two boys—Toby, age 5, and Jack, age 3. Goodman believes preschoolers can get a head start in learning the principles... READ MORE

Compliance Q&A: Trade Names in Advertising

July 20, 2009
By Valerie Moss Q Can a federal credit union use a trade name in advertising? For example, could it use “ABC Community” rather than its full charter name, “ABC Community Federal Credit Union?”         A Yes. Part 740.2 of the National Credit Union Administration’s regulations states that... READ MORE

Online Media: Set up for Success

July 20, 2009
By Brooke Caesar Optimization is the key to success with any online advertising program. Many times marketers avoid detailed research at the outset, with the expectation of optimizing media performance after launch. This approach can backfire. Instead, take the time to establish an organized and well-researched program, analyze the data,... READ MORE

E-Scan Insights: Marketing

July 09, 2009
Marketing budgets are being scrutinized, and marketers must defend their budgets and show a return on every dollar they spend, according to CUNA’s 2009-2010 Credit Union Environmental Scan Report . The most effective marketing message today may be credit unions’ strength and stability—and that the credit union movement celebrates its... READ MORE

Succeed with TV Advertising: Part II

June 29, 2009
Television advertising success hinges on understanding your target demographic, providing intriguing content, and giving consumers a compelling reason to pick you over competitors. Nathan Tothrow :  Carolina Panthers quarterback Jake Delhomme just signed on to do a 60-second TV ad for Charlotte Metro FCU. "He's so well-known in this area... READ MORE

Factor In the Attrition Factor

June 17, 2009
The role of member retention often is overlooked in CU growth. Paul Ledin Ever wonder how your credit union’s membership growth compares with other credit unions’? That may strike you as an odd question. After all, credit unions report total memberships on quarterly call reports filed with the National Credit... READ MORE

Living la Vida Hispana

June 17, 2009
Micheal Muckian CUs reach the fastest-growing U.S. member demographic by applying lessons learned at WOCCU’s Hispanic Marketing Immersion Program. Visitors to $90 million asset Guadalupe Credit Union’s south Santa Fe, N.M., branch might think they’re having an out-of-country experience. Winona Nava, the credit union’s president/CEO and chair of the Credit... READ MORE

Bring Nonmembers Into the Fold

May 28, 2009
Want to make inroads with nonmembers? Tell them about your credit union’s services and rate/fee advantages, and offer more convenient locations to their homes. Those are the top two ways credit unions could persuade nonmembers to join, according to the Credit Union National Association’s 2009-2010 Survey of Potential Members  report.... READ MORE

TV Advertising: The Birth of 'Fee Pig'

May 28, 2009
In January, $184 million asset Charlotte (N.C.) Metro Federal Credit Union  boldly went where few (if any) credit unions have gone before: It ran a television advertisement during the Super Bowl. Watch ‘Fee Pig’ in Action Take a gander at Charlotte Metro Federal’s prized porker.  Nathan Tothrow describes how the... READ MORE

Raise the Bar On Member Service: Six Standards

May 28, 2009
Implementing six minimum service standards has created a strong member service culture at $400 million asset Air Academy Federal Credit Union, Colorado Springs, Colo.—and has had some unexpected benefits as well. “It’s a cliché, but these standards have raised the bar for member service,” says Keith Kauffeld, vice president of... READ MORE

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