Georgia Credit Union Affiliates Marketplace Opps


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Marketing opportunities and strategies in the credit union marketplace.

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Georgia Credit Union Affiliates Marketplace Opps

  1. 1. Taking Advantage of Marketplace Opportunities Mike Lawson DML Communications
  2. 2. Leverage Opportunities <ul><li>Media: press releases/articles </li></ul><ul><li>Member newsletters (HTML or PDF) </li></ul><ul><li>Credit Union website </li></ul><ul><li>Social media </li></ul><ul><li>Email </li></ul><ul><li>Video/Audio </li></ul><ul><li>Advertising </li></ul>
  3. 3. Media Opportunities <ul><li>Press releases </li></ul><ul><li>Articles </li></ul><ul><li>Editorial relationships </li></ul>
  4. 4. Press releases <ul><li>Not just for press conferences anymore </li></ul>
  5. 5. Press releases <ul><li>Work with appropriate media for placements </li></ul><ul><ul><li>Leadership (positions) </li></ul></ul><ul><ul><li>Credibility (builds) </li></ul></ul><ul><li>Create story ideas for feature articles </li></ul><ul><li>Create testimonials </li></ul><ul><li>Create newsletter content </li></ul><ul><li>Create website content (press section) </li></ul><ul><li>Create content for social media channels </li></ul>
  6. 6. Articles <ul><li>Get your name in the paper consistently </li></ul>
  7. 7. Articles <ul><li>Again, work with the media for placements </li></ul><ul><ul><li>Positions you as leader, an educator </li></ul></ul><ul><ul><li>Enhances your credibility as a financial resource </li></ul></ul><ul><li>Member case studies (educate) </li></ul><ul><li>“ How to” or advice articles… (educate) </li></ul><ul><li>Features (prominence) </li></ul><ul><li>Profiles (prominence) </li></ul><ul><li>Q&A (educate) </li></ul><ul><li>Opinion/Editorial (educate) </li></ul>
  8. 8. Editor relationships <ul><li>Build and leverage this relationship </li></ul>
  9. 9. Editor relationships <ul><li>Establishes trust </li></ul><ul><ul><li>Reliable and credible source </li></ul></ul><ul><li>Enhances editorial placement opportunities </li></ul><ul><li>Recurring opportunities </li></ul><ul><ul><li>Columns </li></ul></ul><ul><ul><li>Op/Ed pieces </li></ul></ul><ul><li>Opens door to other editorial opportunities </li></ul>
  10. 10. Member Newsletters <ul><li>Create an informed community </li></ul>
  11. 11. Member Newsletters <ul><li>Create a community with your members </li></ul><ul><li>Again, become an educator (a resource) </li></ul><ul><li>Opens conversation with members </li></ul><ul><li>Enhances brand </li></ul><ul><ul><li>Adhere to consistent release dates </li></ul></ul><ul><li>Rewrite press releases and articles for content </li></ul><ul><li>Leverage online technology for distribution </li></ul><ul><ul><li>HTML (email) </li></ul></ul><ul><ul><li>PDF (post to website to download) </li></ul></ul><ul><ul><ul><li>To enhance member interactivity, be sure to include links to videos, podcasts, blogs, Twitter, Facebook, graphics, etc. </li></ul></ul></ul>
  12. 12. Websites <ul><li>Leverage online marketing opportunity </li></ul>
  13. 13. Websites <ul><li>Leverage online marketing opportunity </li></ul><ul><li>Push message out to members, pull ‘em back! </li></ul><ul><li>Keep it fresh! </li></ul><ul><ul><li>Post member/staff testimonial videos weekly or monthly </li></ul></ul><ul><ul><li>Post member/staff testimonial podcasts weekly or monthly </li></ul></ul><ul><ul><li>Post news and educational articles weekly </li></ul></ul><ul><ul><li>Post educational and member service blogs daily or weekly </li></ul></ul><ul><ul><li>Tweet or Facebook about events, product benefits, milestones, etc. and link to website (use </li></ul></ul><ul><li>Updating site and blogging frequently enhances search engine performance </li></ul>
  14. 14. Social Media Opportunities <ul><li>New opportunity to create and build relationships with your members </li></ul>
  15. 15. Social Media Opportunities <ul><li>What is social media? (Not just blogs.) </li></ul><ul><ul><li>Twitter (grown 2,000% in 1 year - 1 mil to 21 mil) </li></ul></ul><ul><ul><li>Facebook (#1 social network site - 300 mil June) </li></ul></ul><ul><ul><li>My Space (Gen Y audience) </li></ul></ul><ul><ul><li>YouTube (post videos and embed to website) </li></ul></ul><ul><li>Two-way communication with members — immediate! </li></ul><ul><li>Another opportunity to create a conversation with your members </li></ul><ul><li>Most of it is free! </li></ul>
  16. 16. Facebook <ul><li>Carolina Collegiate uses Facebook to attract college students with MyMoney app </li></ul>
  17. 17. Twitter <ul><li>Vantage uses Twitter for members to manage their accounts: tweetMyMoney </li></ul>
  18. 18. Social Media Tools
  19. 19. Email Opportunities <ul><li>It’s so easy </li></ul>
  20. 20. Email Opportunities <ul><li>Think about how many emails you send daily </li></ul><ul><li>How many of those are forwarded </li></ul><ul><li>It’s free! </li></ul><ul><li>Use for marketing message distribution </li></ul><ul><ul><li>Link in signature </li></ul></ul><ul><ul><li>Announcements/promos </li></ul></ul><ul><ul><li>HTML newsletters </li></ul></ul>
  21. 21. Email Strategies <ul><li>Be relevant </li></ul><ul><li>Show me you know me </li></ul><ul><li>Don’t be HTML-centric — use text to provide option </li></ul><ul><li>No attachments </li></ul><ul><li>Go mobile if membership is </li></ul><ul><li>DON’T SCREAM!!! </li></ul><ul><li>Shorter is better (for subject lines) </li></ul><ul><li>Get permission! (opt in) </li></ul><ul><li>Segmentation sells (segment your audience and message) </li></ul>
  22. 22. Online Audio/Video <ul><li>Another opportunity and dimension to your marketing that’s hot and cost effective to use </li></ul>
  23. 23. Online Audio/Video <ul><li>Adds another dimension to website </li></ul><ul><li>Creates added interest </li></ul><ul><ul><li>Members return for more </li></ul></ul><ul><li>Keep recordings short (2-minute rule) </li></ul><ul><li>Be consistent about posting new pieces </li></ul><ul><li>Be authentic and educational (no sales pieces!) </li></ul><ul><li>Production steps for Audio/Video pieces </li></ul>
  24. 24. Online Audio/Video Video Member Testimonial
  25. 25. Advertising Opportunities <ul><li>If it’s working, don’t quit, just be smart! </li></ul>
  26. 26. Advertising Opportunities <ul><li>If it’s working — Don’t quit, be smart! </li></ul><ul><li>SEG publication </li></ul><ul><li>SEG website </li></ul><ul><li>Community newspapers </li></ul><ul><li>Sponsor charity events (give back!) </li></ul><ul><li>T-shirt </li></ul><ul><li>Leverage an education message in ad </li></ul><ul><li>Use anecdotes </li></ul><ul><li>Again, remove any “salesy” talk </li></ul>
  27. 27. Putting opportunities together <ul><li>Find out where your members are </li></ul><ul><li>Use a multi-pronged approach to hit your targets </li></ul><ul><ul><li>Not every member will see your message in one channel, so leverage each one with the same message </li></ul></ul><ul><ul><li>Retain the same message in each channel, but tailor it according to the channel </li></ul></ul><ul><ul><li>Cross-market your channels </li></ul></ul><ul><ul><ul><li>Encourages audience to discover and see same message in different channels </li></ul></ul></ul><ul><ul><ul><li>Enhances usage and/or visibility of other channels </li></ul></ul></ul><ul><ul><ul><li>Ultimately enhances opportunity for increased product or service adoption from members </li></ul></ul></ul><ul><ul><ul><li>Get members to become your ambassadors! </li></ul></ul></ul>
  28. 28. Marketplace Campaign <ul><li>Announce new service or product: </li></ul><ul><ul><li>Press release to local press </li></ul></ul><ul><ul><li>Educational article placed in local publication (post on website) </li></ul></ul><ul><ul><li>Blog about it and encourage feedback from members </li></ul></ul><ul><ul><li>Tweet or Facebook about it (include link) </li></ul></ul><ul><ul><li>Produce audio or video member usage testimonials </li></ul></ul><ul><ul><li>Post on website </li></ul></ul><ul><ul><li>Place in credit union newsletter (email) </li></ul></ul><ul><ul><li>Ad in SEG publication, statement, community newspaper, etc. </li></ul></ul><ul><ul><li>Don’t forget to cross-market message in each channel! </li></ul></ul>
  29. 29. Tracking Results <ul><li>Website </li></ul><ul><li>Social Media sites </li></ul><ul><ul><li>Google Alerts, Digg,, Technorati, Jodange, etc. </li></ul></ul><ul><li>Media placements </li></ul><ul><li>Email responses (clicked on links) </li></ul><ul><li>Inbound calls (“Where did you hear about this product?”) </li></ul><ul><li>Branch visits </li></ul>
  30. 30. Questions? <ul><li>Mike Lawson </li></ul><ul><li>DML Communications </li></ul><ul><li>760/845-8146 </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> Search: “dmlcomm” </li></ul>