There are more challenges than ever facing credit union marketers focused on gaining new members, increasing services-per-household, and driving personal and business loan growth - including challenges from digital-only banks and an increasingly complex marketing landscape. This presentation is a summary of some of the forces impacting credit unions, and ideas for how credit unions can continue to compete for mindshare, grow, and best serve their members.

1. ***CONFIDENTIAL***
Brand System // Growth Marketing // UX design
Roier
Proposal:
Delivered 11.12.17 //Valid to 12.12.17
6 Digital Marketing Trends Driving
Credit Union Growth in 2018

2. T H E O R Y
There are more challenges than ever facing credit union marketers focused on
gaining new members, increasing services-per-household, and driving
personal and business loan growth - including challenges from digital-only
banks and an increasingly complex marketing landscape.
This presentation, adapted from our webinar 6 Digital Trends Driving Credit
Union Growth in 2018, is a summary of some of the forces impacting credit
unions, and ideas for how credit unions can continue to compete for
mindshare, grow, and best serve their members.
Introduction

3. // TREND 1
Consumer expectations
of digital experiences
continue to increase.

4. T H E O R Y
Consumer expectations
of digital experiences
continue to increase.
1//Consumerexpectationsincrease
The Age of Simplicity
Same Day Delivery
Collaboration
Personalized Tools
24/7
Access“Ask
and
receive”

5. The world has changed, but the way
most financial institutions sell to
and support members hasn’t.
T H E O R Y
1//Consumerexpectationsincrease

6. This
T H E O R Y
Versus this
1//Consumerexpectationsincrease
Most credit unions have not yet applied the
discipline of design thinking to more
conversationally support members online.

7. What turns humans off
about banking?
T H E O R Y
How do we solve these
problems?
1//Consumerexpectationsincrease
Demonstrably better service requires asking
fundamental questions about how the user
experiences their relationship with their bank.

8. T H E O R Y
Digital Experience Takeaways
1//Consumerexpectationsincrease
1 Involve customers by incorporating user’s problems, needs, and
suggestions – and apply insights impactfully
2 Adopt a conversational approach to marketing and support
3 Embrace tools (like live chat and personalization) that demonstrate
respect for members’ time.

9. // TREND 2
Design thinking becomes
inseparable from brand and
experience development.

10. Nearly half of all consumers (or 46.1%) in the study
assessed the credibility of sites based in part on the
appeal of the overall visual design of a site, including
layout, typography, font size and color schemes.
T H E O R Y
Stanford Web Credibility Project
2//Designthinking
"
"

11. When asked to describe
why they mistrusted a
website, 94% of consumers’
comments were directly
related to web design
elements.
T H E O R Y
Silence, Briggs, Fishwick, Harris
1. Busy or complex layouts
2. Small print that’s difficult to read
3. Boring web design (especially
use of color)
4. Slow website intros or load times
5. Stock imagery
6. Corporate look and feel
7. Poor search facilities
2//Designthinking
"
"

12. I would trust [the new site] because you would
assume that if they have enough money to
produce a nice looking website, they have
enough money to pay for more security.
T H E O R Y
Usability Study Respondent
2//Designthinking
"
"

13. T H E O R Y
2//Designthinking If carousels must be included, use minimal ornamentation
Content is easy to scan and lives
in well-defined areas
Simple
navigation with
clear access to
important tools

14. T H E O R Y
2//Designthinking
Prominent value proposition
Simple calls-to-action

15. T H E O R Y
2//Designthinking
Imagery is aspirational but authentic, decidedly not stock.
Calls-to-action are clear and well-defined

16. T H E O R Y
2//Designthinking
Conversational posture that makes the
digital experience an analog for the
branch experience.
Updates are easy to find but unobtrusive
Navigation is minimal and goal-oriented
Vital tools and services are easy to find.

17. T H E O R Y
2//Designthinking
Studies show that the most
common stumbling blocks for
users are related to design.
Simple = overwhelmingly good
Change Sciences

18. T H E O R Y
The process doesn’t stop. Once you launch, test and improve.
Discovery Definition Execution Delivery and Support
• Stakeholder
interviews
• User analysis
• Brand analysis
• Market analysis
• Competitive analysis
• Usability testing
• Collaborative
workshops
• Define success
• Analytics reviews
• Establishment of KPIs
• Strategic plan
• Roadmapping
• Brand design
• Messaging
• Wireframing
• Prototyping
• Content and media
production
• User validation
• Development
• Documentation
• Deployment
• Testing and QA
• Analytics and
automation
Design Test Review De
High-tempo testing
Iterative design and ongoing
optimization
Growth “hacking”
2//Designthinking

19. T H E O R Y
Design Takeaways
1 Adopt an iterative, “test and learn” approach to continual
improvement of your digital touchpoints.
2 Adopt a conversational approach to marketing and support
3 Find every possible opportunity to simplify messaging, navigation,
and interactions.
2//Designthinking
Incorporate design thinking by creating user journey maps – and
follow these stories to understand blocks and opportunities.
!

20. // TREND 3
Integration, integration, integration.

21. The landscape of
marketing tools has
become a bit
complicated.
T H E O R Y
3//Integration

22. 3//Integration

23. T H E O R Y
Typical Marketing Stack (Simplified)
Web Content Management
Web Analytics
Data Visualization
Site Search
Accessibility/Auditing
Chat/BotsMarketing Automation
+ Email
A/B Testing
Personalization
Social Media
SEO
Virtual Support
Management
3//Integration

24. 56% of marketers believe the martech industry
is evolving faster than their organization’s
ability to implement and use it.
T H E O R Y
Walker Sands Communications
3//Integration
"
"

25. T H E O R Y
Integration Takeaways
1 Get the most out of your marketing tools by adopting a best-in-
breed approach.
2 Integrate your project management tools with the user-facing
applications in your stack.
3 Eliminate silos by involving all relevant departments (marketing, CX,
support, sales, compliance) in technology purchases and
implementation.
3//Integration

26. // TREND 4
Your competitors
double down on
content.

27. Content marketing
costs 62% less than
traditional
marketing and
generates about 3
times as many leads.
T H E O R Y
DemandMetric
Long-form blog
posts generate 9x
more leads than
short-form blog
posts.
Curata
4//Content
"
"
"
"

28. Map content to
your customer journeys.
T H E O R Y
How-To and Budgeting Guides
VR/AR and new media
Blog Posts
Online and Real-
World Events
Web Content
Motion Video
Infographics
Emails
Surveys
4//Content

29. Start simple – but build an editorial
calendar to keep you honest.
T H E O R Y
4//Content
Check out Airtable’s excellent free templates:
https://blog.airtable.com/5-editorial-calendar-templates-for-high-velocity-content-production/

30. T H E O R Y
Content Strategy Takeaways
1 Create unique content rather than license turnkey content from a
vendor white-labeling assets for many organizations.
2 Tell your story across touchpoints, and map your content creation
strategy to the member lifecycle.
3 Hire (or cultivate!) a content-native capability: content strategists,
writers, digital storytellers.
4//Content

31. // TREND 5
Data becomes the foundation.

32. 56% say they feel “overwhelmed”
by the amount of data in their
marketing technologies.
T H E O R Y
Conductor
5//Dataandbusinessintelligence

33. 56% say they feel “overwhelmed”
by the amount of data in their
marketing technologies.
T H E O R Y
Conductor
Email
Live Chat
Site Search
SEO
PPC
Social Listening
Video Streaming
Call Tracking
CRM
Marketing Automation
Survey Tools
A/B Testing
Personalization
Accessibility/Compliance
Web Analytics
Landing Pages
5//Dataandbusinessintelligence

34. Average financial
institution’s current
state
T H E O R Y
2018’s high
performers
5//Dataandbusinessintelligence

35. Types of Data
T H E O R Y
•
•
•
• •
5//Dataandbusinessintelligence

36. Types of Data
T H E O R Y
•
•
•
• •
5//Dataandbusinessintelligence

37. T H E O R Y
Data Takeaways
1 Free data from its siloes and offer it visually to stakeholders
across your organization.
2 Resist the temptation to rely on vanity metrics like social likes or
pageviews – unless they can be mapped to a key objective.
3 Stitch data sets together to find correlations. Or better yet, tightly
integrate using a tool like Zapier.
5//Dataandbusinessintelligence
start simple
!

38. // TREND 6
Emerging technologies
begin to enter the
mainstream.

39. VR/AR
•
•
•
•
T H E O R Y
Internet of Things
•
•
•
•
Artificial Intelligence
•
•
•
•
6//Emergingtechnologies

40. T H E O R Y
A “holodeck-like” branch experience?
6//Emergingtechnologies

41. Probably not.
T H E O R Y
6//Emergingtechnologies

42. T H E O R Y
CitiBank’s Live Nation partnership. Hiway FCU’s use of 360 video and VR.
6//Emergingtechnologies

43. About Dialogue Theory

44. T H E O R Y
https://dialoguetheory.com

45. Case Studies

46. Reinventing the
online credit
union experience
for 65,000
Minnesotans
T H E O R Y
23.4%
increrase in organic
search traffic
13.3%
increase in average
time on site
1.3 sec
homepage loading time, down
from 3.5 sec before redesign
HIWAY FEDERAL CREDIT UNION
CLIENT
OBJECTIVES
Hiway Federal Credit Union is a financial
cooperative serving 65,000 members worldwide,
with over $1 billion in assets.
• Simplify access to key online banking tools
• Drive increased discovery of Hiway via search engines
• Create a beautiful, memorable brand experience
WEB DESIGN / DEVELOPMENT / CONTENT MANAGEMENT / MESSAGING
RESULTS

47. T H E O R Y
HIWAY FEDERAL CREDIT UNION

48. T H E O R Y
HIWAY FEDERAL CREDIT UNION

49. Bringing
Michigan's
largest bank into
the future with a
beautiful
responsive
website.
T H E O R Y
47%
increase in pageviews
after redesign YoY
44%
increase in traffic driven
by organic search
11% sec
increase in pages viewed
per session
CHEMICAL BANK
CLIENT
OBJECTIVES
Chemical Bank, the largest bank headquartered in
Michigan, is a community-focused bank with assets
totaling over $18 billion and a legacy 95 years strong.
• Use visual design to convey freedom and confidence
• Amplify traffic from organic sources such as search
and social
• Increasing services per household
WEB DESIGN / DEVELOPMENT / CONTENT MANAGEMENT
RESULTS

50. T H E O R Y
CHEMICAL BANK

51. T H E O R Y
CHEMICAL BANK

52. Helping Arizona's
First Credit Union
deliver financial
freedom to
42,000 members.
T H E O R Y
35%
increase in traffic to product
pages from homepage
200%+
increase in downloads of First's
financial education resources
$18,000
estimated savings on custom
photography over premium stock
libraries
FIRST CREDIT UNION
CLIENT
OBJECTIVES
First Credit Union, an Arizona-based credit union
serving over 42,000 members and holding more
than $400 million in assets.
• Improving usability
• Increasing services per household
• Supporting financial education
WEB DESIGN / DEVELOPMENT / CONTENT MANAGEMENT / PHOTOGRAPHY
RESULTS

53. T H E O R Y
FIRST FEDERAL CREDIT UNION

54. T H E O R Y
FIRST FEDERAL CREDIT UNION

55. Questions
Chris Oquist, Principal
chris@dialoguetheory.com
(617) 922-3790