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REAL Solutions Marketing Presentation

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  • 1. Marketing and Telling the Story Making your REAL Solutions Count Natalie Sherry Wisconsin Credit Union League
  • 2. Wisconsin in a Nutshell
    • “Pilot” state
    • 260 credit unions
    • 10 over $500MM
    • 1 st state to surpass 100 RS credit unions
  • 3. What We’ve Learned So Far
    • REAL Solutions
      • Fulfills an inherent need in the community
      • We can serve our members better because we know them better
      • Not charity, however what is most helpful not always what is most profitable
      • Serves mainly low wealth and new Americans.
      • Wal-Mart is kicking our butts! Why?!?
  • 4. Hispanic Marketing
    • Translation vs. Transcreation
    • Acculturation
    • Assume nothing!
    • Trust is substantial
  • 5. Marketing message in both English and Spanish is a good start... ...but it doesn’t end there!
  • 6. Founders Federal CU
    • Half the Battle: Identify the Need
    • Understand the Market
    • Reach out with Focused Strategy:
      • Local Hispanic community activities
      • Diversity training for staff
      • Spanish speaking staff
      • Spanish language marketing material
      • Personalized, one-on-one interactions
  • 7. Getting the Message Out
    • Inside the Credit Union
    • Employee Training on Hispanic Culture and Banking habits
    • Compatibility within each branch and department
    • Bilingual staff on frontline
    • Hispanic Focus Group
    • Hispanic Marketing Team
    • Outside the Credit Union
    • Hispanic Chamber of Commerce
    • Local School Districts
    • Community Events
    • Advertising
  • 8. Earlier This Week
    • Selling Solutions, not Products
    • Multi-Sensory Marketing
    • Social Media
    • “ Where might all of these concepts fit when promoting a REAL Solutions program?”
  • 9. What Types of Programs Need Marketing Support?
    • Payday loan alternatives
    • Payroll cards
    • Prepaid cards
    • Used car loans
    • Loan to savings
    • Fin ed
  • 10. Case Study #1
    • Prospera Credit Union’s
    • GoodMoney SM
    • Video
    • GoodMoney Site
  • 11. Take it to the People!
    • Narrow focus is key
    • Go where the users go
    • Connection between CU and GoodWill
    • “ These babies sell themselves”
      • Affordable
      • Helpful
      • Convenient
    • Getting the word out
      • Traditional advertising
      • Non-traditional advertising
      • Website
      • In-store branding
      • Community involvement
  • 12. Pulling it all Together
    • Co-brand it
      • GoodWill Northeastern WI
    • Buy-in from local organizations
    • Grassroots effort
    • Focus on PR and strategically placed advertising
    • League involvement
  • 13. Case Study #2
    • Ohio Credit Union League’s
  • 14. WI’s StretchPay Campaign
    • Newsletter article and artwork
    • Web banner
    • Online brochure
    • Take-away brochure
    • Lobby/SEG Poster
    • Press release
  • 15. More Suggestions
    • Stop being so humble!
    • Marketing plan w/traditional and non-traditional
    • Pressure your League to commit to REAL Solutions
    • Get your League to sing your praises
  • 16. WI Tries to Make Sense of it All
    • REAL Stories video and CU Difference
  • 17.  
  • 18. Case Study #3: I Love My Hoopty
  • 19. Filene is your Best Friend
    • Why Choose a Credit Union? An Ethnographic Study of Member Behaviors
    • Financial Services and Product Usage by Latinos in the United States
    • Blueprints for Innovation
    • Who Uses Credit Unions?
    • Thriving Midsize and Small Credit Unions
    • 10 Research Findings with Strategic Implications for Credit Unions
  • 20. Plan Essentials
    • Web, Web, Web!
    • Networking
    • Community Involvement
    • Publicity
    • The new rule?
      • Go to them instead of them coming to you
  • 21. Other Inspirational Resources
    • Predatory Lending Association
      • "dedicated to extracting maximum profit from the working poor."
      • Thank you, Front Seat Management
    • Center for Responsible Lending
  • 22. Create a Marketing Plan for this Scenario