South Carolina/North Carolina Credit Union Leagues Effective Marketing Practices
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South Carolina/North Carolina Credit Union Leagues Effective Marketing Practices



Effective Marketing for Credit Unions during a Recession

Effective Marketing for Credit Unions during a Recession



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South Carolina/North Carolina Credit Union Leagues Effective Marketing Practices South Carolina/North Carolina Credit Union Leagues Effective Marketing Practices Presentation Transcript

  • Effective Marketing Strategies and Campaigns During a Recession Save Money, Enhance Your Exposure
  • Cost-Effective Tools
    • Press releases
    • Articles
    • Newsletters (HTML or PDF)
    • Website
    • Social media
    • Email
    • Video/Audio
    • Advertising
  • Press release uses
    • Work with the media for placements
      • Leadership (positions)
      • Credibility (builds)
    • Create story ideas for feature articles
    • Create testimonials
    • Create newsletter content
    • Create website content (press section)
    • Create content for social media channels
  • Article Advantages
    • Work with the media for placements
      • Positions as leader
      • Enhances credibility
    • Member case studies (educate)
    • How to… (educate)
    • Features (prominence)
    • Profiles (prominence)
    • Q&A (educate)
    • Opinion/Editorial (educate)
  • Newsletter Benefits
    • Create a community with members
    • Become an educator (resource)
    • Creates conversation with members
    • Enhances brand
      • Adhere to consistent release dates
    • Rewrite press releases and articles for content
    • Leverage online technology for distribution
      • HTML (email)
      • PDF (post to website to download)
        • To enhance member interactivity, be sure to include links to videos, podcasts, blogs, Twitter, graphics, etc.
  • Website Activity
    • Leverage cost-effective online presence
    • Push message out to members, pull ‘em back!
    • Keep it fresh!
      • Post member/staff testimonial videos weekly
      • Post member/staff testimonial podcasts weekly
      • Post news and educational articles weekly
      • Post educational and member service blogs daily (try!)
      • Tweet about events, product benefits, milestones, etc. and link to website (use
    • Updating site and blogging frequently enhances search engine performance
  • Social Media Tools
    • What is social media? (Not just blogs!)
      • Twitter (grown 1,989% in 1 year - 1 mil to 21 mil)
      • Facebook (#1 social networking site - 87 mil June)
      • My Space (Gen Y audience)
      • YouTube (post videos and embed to website)
    • Two-way communication with members — immediate!
    • “ It’s not a campaign, it’s a relationship.”
  • Email Strategies
    • Be relevant
    • Design for the preview pane
    • Show me you know me
    • Don’t be HTML-centric
    • Be free from attachments
    • Go mobile
    • DON’T SCREAM!!!
    • Shorter is better (for subject lines)
    • Get permission!
    • Segmentation sells
    • ( And don’t forget to test!)
  • Online Audio/Video
    • Adds another dimension to website
    • Creates interest
    • Keep recordings short (2-minute rule)
    • Be consistent about posting new pieces
    • Production steps for Audio/Video pieces
  • Advertising Possibilities
    • Don’t quit, be smart!
    • SEG publication
    • SEG website
    • Community newspapers
    • Sponsor charity events (give back!)
    • T-shirt
    • Leverage an education message in ad
    • Use anecdotes
    • Remove “salesy” talk
  • Putting it all together
    • Find out where your members are
    • Use a multi-pronged approach to hit your targets
      • Not every member will see your message in one channel, so leverage each one with the same message
      • Retain the same message in each channel, but tailor it according to the channel
      • Cross-market your channels
        • Encourages audience to discover and see same message in different channels
        • Enhances usage and/or visibility of other channels
        • Ultimately enhances opportunity for increased product or service adoption from members
        • Get members to become your ambassadors!
  • Campaign
    • Announce new service or product:
      • Press release to local press
      • Educational article placed in local publication (post on website)
      • Blog about it and encourage feedback from members
      • Tweet about it (include link)
      • Produce audio or video member usage testimonials
      • Post on website
      • Place in credit union newsletter (email)
      • Ad in SEG publication, statement, community newspaper, etc.
      • Don’t forget to cross-market message in each channel!
  • Tracking Results
    • Website
    • Social Media sites
      • Google Alerts, Technorati, Jodange, Trendrr, Lexicon, etc.
    • Media placements
    • Email responses (clicked on links)
    • Inbound calls (“Where did you hear about this product?”)
  • Questions?
    • Mike Lawson
    • DML Communications
    • 760/845-8146
    • [email_address]