This marketing plan outlines DEXSTA Federal Credit Union's strategy to attract Millennial members through a rebranding campaign and increased digital and traditional marketing efforts. Key points include: 1) The plan aims to generate 300 new Millennial accounts per quarter through a refreshed brand identity, modernized marketing materials, and strengthened digital presence. 2) A full rebranding campaign will update the logo, style guide, website, and all marketing collateral to resonate better with Millennials. 3) Both digital strategies like social media, email, online ads, and traditional methods like radio, billboards, and in-branch promotions are covered, with an emphasis on digital that aligns with Millennial preferences

2. 1
INDEX
EXECUTIVE SUMMARY 2
MARKETING GOALS 2
SITUATION ANALYSIS
Industry Analysis
SWOT Analysis
Current Product Offerings
3
MEMBER ANALYSIS
Target Market
Current Millennial Members
6
REBRANDING CAMPAIGN
Objectives
Content
Scheduling
8
DIGITAL MEDIA STRATEGY
Social Media
Email Marketing
Online Advertising
Website
9
TRADITIONAL MEDIA STRATEGY
Radio
Billboard
In-Branch
Newspaper
13
SOCIAL RESPONSIBILITY
Community Involvement
Youth Programs
Events
14
RETENTION STRATEGY
Member Communication
Market Research
18

3. 2
EXECUTIVE SUMMARY
DEXSTA Federal Credit Union is a full-service financial institution that was created to take care of DuPont
Experimental Station workers during the Great Depression. It has since expanded to service all who live,
work, worship, or go to school in New Castle County, Delaware. The growing credit union has over 37,000
members, 6 branch locations, and over $240 million in assets. DEXSTA’s mission is to be the first
choice for the New Castle County community by offering a wide variety of products and services to
meet the financial needs of the diverse membership.
This marketing plan details DEXSTA’s vision to establish a long-term relationship with Millennials
through both traditional and digital means of marketing. In order to grow at a rate consistent with
the firm’s goals, DEXSTA must establish a brand identity and online presence that resonates with the
target market. This marketing plan outlines the details of a brand identity campaign that will
modernize the company and establish trust with current and potential members. The campaign will
refresh the company logo, marketing materials, and website to reflect both the goals of the credit
union and the interests of the target market. A full service digital agency that offers digital marketing,
branding, web development, and print services should be hired to assist in the campaign. With the help
of this agency, DEXSTA can increase its brand recognition, update its online usability, and win new
customers.
This plan also highlights the importance of corporate social responsibility and DEXSTA’s
commitment to the New Castle County Community. The firm has been very receptive to the needs of
its community through donations, sponsorships, and local events. The credit union should continue
its philanthropic efforts, while utilizing publicity to promote the company’s dedication to the public.
The marketing plan concludes with a strategy to retain members through personalized
communication via newsletters, social media, and emails. Lastly, market research is emphasized to
track DEXSTA’s marketing efforts and appropriately budget and plan for the future.

4. 3
MARKETING GOALS
 Generate concrete marketing efforts to attract the 18-34 demographic, resulting in an increase of
300 Millennial accounts per quarter.
 Implement a re-branding campaign that modernizes the brand identity and effectively connects with
the new target audience.
 Establish visual consistency through digital and traditional media that creates, maintains, and
enhances the brand.

5. 4
SITUATION ANALYSIS
Industry Analysis
U.S. credit unions achieved impressive operating results in recent years. As a group, they reported sturdy
membership and loan growth, strong asset quality, high earnings, and a near-record aggregate capital
ratio. Credit unions are facing many fundamental shifts across the industry, due to changing trends and
customer expectations. For example, the proliferation of new banking technologies has transformed the
way members interact with their financial institutions. Credit unions are leveraging mobile experiences
that are highly usable, secure, visually engaging, and branded for the company.
Across all channels, data security is being heightened to prevent a crisis that can negatively impact the
credit unions’ reputation. Data analytics are also emerging as a force, both for fraud detection and
member marketing. By conducting analysis on both internal and external data, credit unions are creating
robust profiles of their account owners. This includes insight on products held, consumer interests,
preferred channel(s), shopping patterns, and even where and when banking activities are conducted. This
information helps organizations develop highly successful targeted digital marketing campaigns.
Another trend in the credit union marketplace is the deepening of community involvement. Many financial
institutions are looking for opportunities to reach beyond their member base to establish a presence in
their local communities. Staying on course in these ways will help DEXSTA stay connected with
members and provide a richer, more engaging credit union experience.

6. 5
SWOT Analysis

7. 6
Current Product Offerings

8. 7
Member Analysis
Target Markets
MILLENNIALS
Our ideal members are both male and female Millennials who live, work, worship, or go to school
in New Castle County. This generation is defined as those born between 1982 and 2004, who
have a constant connection to technology, and are seeking a balance between saving for the
future and living comfortably now. The main interactions between Millennials and their financial
institutions are payments, budgeting, and banking through digital services. By introducing a fresh
look and feel to the company, DEXSTA will attract Millennials now and secure them as loyal
members in the future.
SEGMENTATION
Younger Millennials:
Between the ages of 18 and 24, this group is comprised of college students and recent alumni. A
large number still receives financial support from their parents. Their spending and saving habits
include saving for a house, vacation, car, and their own education. Additionally, one third of this
segment is paying student loans.
Older Millennials:
Between the ages of 25-34, this group is comprised of young professionals who are both single
and married. Their spending and saving habits include saving for a house, vacation, retirement,
and their children’s education. They have more money to spend that younger Millennials, and
more than half are also paying off student loans.

9. 8
Current Millennial Members

10. 9
REBRANDING CAMPAIGN
Objectives
A re-branding campaign should be formulated to freshen the company and attract Millennials. This
campaign will include an update of the logo, marketing materials, and website. The redesign will keep the
brand current, signal growth within the company, and show members that DEXSTA is current with the
market trends. These goals should be communicated with a full service digital agency that offers
branding and strategy, print and graphic design, web design and development, search engine
optimization, and social media marketing services.
Content
A consistent look and feel should be established as part of the re-branding campaign. This uniformity is a
way for DEXSTA promotions to be memorable and familiar to our target audience. Once the new style is
created by the outsourced design company, a “Brand Style Guide” should be generated to ensure future
brand consistency. The key components of the guide are listed below.
BRAND IDENTITY
 Logo Guide – Guide for size, colorization, and proper placement
 Color Scheme – Specific primary and secondary colors and combinations
 Font Guide – What typestyles to use, and when they’re appropriate
 Company Template Design – Positioning of logo, address information on letterhead,
business cards, press release
 Imagery Guide – Type and tone of photographs and images
 Web Guidelines
COMMUNICATION TOOLS
 Voice & Style Guide – Guides the tone of the company
 Advertising & Communications Guide – Provides templates and guidelines for creating
advertising collateral.
 Social Media Guide / Policy – Describes policy regarding social media tools and usage.
Includes administrative names and responsibilities.

11. 10
Scheduling
At the end of each year, the Marketing Coordinator and VP of Lending should collaborate to create an
online Marketing Content Calendar that outlines when each product should be promoted. In order to
maximize member response, each campaign should be strategically scheduled and coordinated to
reflect seasonality and optimal periods. Decisions about when the advertisement will run should be
influenced by coordination with promotional efforts, product availability, and holidays. Decisions about
where the advertisement will run should be informed by business activity, strategic emphasis, and
budgets. This schedule will be used to plan both print and social media promotions.
DIGITAL MEDIA STRATEGY
Social Media
PURPOSE
Social media accounts should be managed to acquire new members, increase sales to existing
members, grow brand recognition and loyalty, and provide customer service. Since the majority of
Millennials are avid Facebook users, this outlet should be the focus of most social media
marketing efforts. Promotions should also be broadcasted on Twitter periodically and the use of
Instagram should be explored.
CONTENT
In order to boost engagement, social media graphics should be relevant and visually interesting.
Online editing tools, such as Snappa and Venngage, should be used to generate unique pictures
that align with the brand style. DEXSTA should budget for yearly subscriptions to both of these
sites.
The majority of Facebook posts should be product advertisements that are optimized with a link
to where the information is located. These lead-generated posts should be balanced with content
meant for engagement alone, such as: event promotions, behind the scene shots of the business,
trending topics, quotes, pertinent articles, and customer testimonials. Other page maintenance
includes monitoring and responding to page comments, and seasonally updating the cover photo
with a high quality picture.

12. 11
Facebook Ads should be implemented in the budget as a way to ensure that important posts
reach the DEXSTA fan base. These promoted ads should be used to highlight a product or event
with the hopes of achieving the desired campaign objective. Some objectives may include page
post engagement or likes, website clicks, website conversions, event response, or offer claims. In
order to measure the success of Facebook efforts, Google Analytics should be used to track the
number of URL clicks and Facebook Insights should be used to track other engagement metrics.
SCHEDULING
Content should be scheduled 3-5 times per week and posted between the hours of 12-4PM and
6-8 PM. Engagement rates can be monitored with Facebook Insights and post content and
scheduling details should be updated accordingly. Facebook’s targeting abilities should be
leveraged to segment specific audiences based on age, educational status, and interests. These
settings should correspond appropriately with the content of each post.
The Marketing Content Calendar should be referenced to determine which products to advertise
each month. All promotional graphics should be created at the beginning of the month and
scheduled using media managers such as Hootsuite. Trend-based content and articles should be
scheduled daily.
Email Marketing
PURPOSE
Millennials prefer email as their primary communication vehicle with brands. Since most of this
demographic is mobile-centric, all email marketing programs should be responsive across every
size screen. Clear goals should be established prior to each campaign and results should be
analyzed after completion.
CONTENT
Studies show that the more personalized the email, the better it will convert. Therefore, all emails
should personally address each member. This tactic creates a relationship with the recipient and
increases the chances of the email being read. Furthermore, emails should be relatable, relevant,
and include a call-to-action. The message should include special offers, exclusive access to
unlock content, and discount codes. Also consider embedding social sharing buttons beside
content to increase engagement rates.

13. 12
Online Advertising
PURPOSE
Pay-Per-Click (PPC) is an online advertising model that connects DEXSTA with searchers actively
looking for financial products and services. The most popular PPC program, Google AdWord,
triggers a DEXSTA ad to be displayed when specific keywords are searched. A bid must be
placed for each of these search terms, but DEXSTA is only charged when someone clicks the
advertisement. In order to properly manage PPC campaigns, AdWord should be linked with
Google Analytics. This free tracking system monitors spending, revenue, and conversions from all
PPC sources. Conversions, such as the number of new online loan applications or membership
registrations, should be the focus of media campaigns. Specific conversion goals should be
clearly defined prior to the campaign launch.
CONTENT
An ad should send the visitor to a page specially crafted to match whatever was being advertised,
rather than directing them to the homepage. Retargeting ads should be used to stay in front of
people who have already visited and expressed interest the DEXSTA website. Additionally, ads
should be placed on other landing pages that the target market typically visits. For example, a
DEXSTA auto loan advertisement could be displayed on a car dealership’s website. All of these
goals can be accomplished using the Display Planner under the Tools tab in AdWord.
Website
PURPOSE
One of the key elements of the re-branding campaign is a full remodel and optimization of the
website. The modifications will ensure the website is streamlined, easy to use, and mobile-
friendly. Additionally, the improvements will dramatically increase the SEO (Search Engine
Optimization) and expand DEXSTA’s online presence. A good SEO ensures the DEXSTA website
can be found in search engines for relevant words and phrases.
The website should be refreshed with a functional and sophisticated design. In order to be more
user friendly, graphics should be used to translate complex concepts. This type of page
organization will make financial services more understandable to the general public. Additionally,
the code should be optimized so that it is easily readable by search engines. This improvement
will increase the traffic to the website. DEXSTA should work with the rebranding agency to build a
highly customizable website with a sound SEO strategy.

14. 13
TRADITIONAL MEDIA
STRATEGY
Radio
Since Millennials spend more time listening to digital audio instead of traditional radio, DEXSTA should
explore creating ads for Spotify. Commercials on this medium are limited, and thus less intrusive,
generating a better ad recall reputation than traditional radio. Additionally, Spotify has the technology to
program an ad to reach a target demographic based on age, gender, geography, and behavior segments
over a variety of devices. Advertisements come in the form of sponsored sessions, video takeover, audio,
display, overlay, homepage takeover, advertiser page, branded playlist. The minimum budget level is
$25,000 per campaign.
Billboard
Billboards should be displayed in high traffic areas to promote products and services and motivate
people into action. The advertisement should include the intended message, one graphic, and easy to
read typeface. Scheduling should be consistent with current seasonal promotions outlined in the
Marketing Content Calendar.
In-Branch
All promotional materials, including brochures, informational pamphlets, window clings, rate boards, and
signage should be updated as part of the re-branding campaign. The look and feel of these items should
align with the guidelines in the “Brand Style Guide” discussed previously.
Newspaper
In recent years, print newspapers have lost popularity to digital platforms. Therefore, DEXSTA should
limit or eliminate advertising through this channel.

15. 14
SOCIAL RESPONSIBILITY
Corporate social responsibility is a way for DEXSTA to enhance its public image while also benefiting the
New Castle County Community. All community efforts should be advertised before the event, and with
pictures and videos after the event on social media, in the newsletter, and on local media outlets.
Publicity will inform the general public of DEXSTA’s philanthropic efforts, and increase the company’s
chances of becoming favorable in the eyes of consumers.
Community Involvement
CREDIT UNION BRIGHT IDEAS COMMITTEE (CUBIC)
DEXSTA provides CUBIC with ongoing financial support and material items for their activities
throughout the year.
ELWYN OF DELAWARE
This organization provides the disabled with housing and life training to hold a job or live on their
own. As an ongoing sponsor, DEXSTA provides monetary and material donations to help support
the cause.
HOLIDAY DONATIONS
During the holidays, campaigns are held to support The Sunday Breakfast Mission, The Food
Bank of Delaware, and The Neighborhood House. Generally, donations include non-perishable
food items that are given to the organization that shows the most need that year. As an incentive
for members and employees to donate, each item donation will equal an entry for a drawing at
the end of December. One employee and one member will win a $100 Visa gift card.
Each branch should have a designated area to display the donations and inspire others to
participate. The area should be decorated with a Christmas tree and other holiday decorations.
This contest should be promoted on social media, in the newsletter, and with in-branch posters in
November and December.
PET DONATIONS
In recognition of National Pet Month, a pet supply drive will be held in May to benefit the Delaware
Humane Society. Employees and members are asked to donate money and supplies based on

16. 15
the “Wish List” located on the organization’s website. This list should be included in email blasts
and on social media sites to inform members what items to donate. Each branch should have a
designated area to display the donations and encourage others to participate. Advertisements for
this drive should begin the last week of April and run through the month of May.
Youth Programs
SAVINGS ACCOUNTS
DEXSTA currently provides two youth savings programs: The Bill & Penny Club and Stash.
Advertisements for these clubs should be heavy during Youth Month in April. Additional
promotions during this time period should include raffles, contests, and giveaways that are
endorsed via social media and in-store posters.
Social media advertising for these clubs should be generated periodically to educate new
members and remind current members of the rewards and benefits. The logo, brochure content,
and print advertising should be redesigned and updated to align with the “Brand Style Guide”.
Currently, there are three interactive youth micro sites: 5-Spot for young members, A.J’s for
middle schoolers, and C-Note University for high schoolers. These sites, along with interactive
tutorials called Guides to Independence, are all available on the “Youth” tabs of the DEXSTA
website. The pricey links cost about $2,000 a year, but receive very little site traffic. Therefore,
consider cancelling the subscriptions and better allocating the money for giveaways and the new
brochures.
Bill & Penny Club: This program provides children ages 6-12 with financial literacy and helps to
establish good saving habits. As an incentive to save, each child is given a card that is stamped
with each deposit. The child is rewarded with a free movie pass after 8 deposits. There is no limit
to the amount of punch cards a child can redeem. Additionally, all club members receive a
newsletter every quarter that contains easy to read educational and economic articles.
$tash: This program educates teens ages 13-17 about financial responsibilities and the
importance of saving. If a member makes 8 deposits and saves $200, they receive a $20 Visa gift
card. There is a limit of two gift cards a year. The program also provides the teens with a quarterly
online newsletter geared towards financial independence.

17. 16
BANZAI
Banzai is a free financial literacy program that uses real-life scenarios to teach students how to
track and manage money. As a sponsor of Banzai, DEXSTA provides 10 local middle schools and
11 local high schools with interactive online tools and print course materials. The credit union
should advocate for early financial education by continuing the current sponsorships and
distributing promotional materials to Millennials who use the program. DEXSTA should also
promote the partnership in the newsletter and on social media sites.
BANK AT SCHOOL PROGRAM
In partnership with the Delaware Financial Literacy Program, DEXSTA provides a safe place for
the students of Bayard Middle School to save money and make a deposit. Once a month, two
employees set up a table at the school to talk to the students and provide brochures and
giveaways. Print posters hung at the school and social media sites should heavily promote these
visits to encourage the students to participate. Contests and large end of the year giveaways
should be coordinated with the school to incentivize students to open accounts.
SCHOLARSHIP PROGRAM
High school seniors are challenged to answer a financial literacy question in the form of a short
essay. In order to be eligible, all applicants must be a DEXSTA Federal Credit Union member. This
stipulation will encourage high school Millennials to open accounts. The submissions are read by
a member of the Cooperative Credit Union Association and three winners are awarded a $1,000
scholarship in February.
All of the high schools in New Castle County should receive an online flyer disclosing the contest
rules in September. The scholarship should be heavily advertised in the newsletter, on social
media, on the website landing page, and with direct mail postcards between November and
December. Additionally, a follow up email should be sent to each applicant about Student Loans.
HIGH SCHOOL SPONSORSHIPS
DEXSTA currently sponsors Middletown, Appoquinimink, Mount Pleasant, Glasgow, and Hodgson
Vo-Tech High Schools. The partnership allows for the DEXSTA logo to appear on various athletic
department items such as the scoreboard and rally towels. The current sponsorships will
continue, but new schools will only be added if they show interest.

18. 17
EVENTS
PEACH FESTIVAL
DEXSTA is a proud premium sponsor of the Annual Middletown Peach Festival every August. A
decorated table is located in the vendor marketplace to promote the credit union’s products and
services. Small giveaways, water, and fans marked with the DEXSTA logo are distributed. Sneak
preview posts of the giveaways should be posted the day before the event and pictures of the
table should be posted the day of and the day after the event.
SHRED EVENT
Each April, DEXSTA holds a local document shredding event for members and non-members.
Participants can bring sensitive documents for secure disposal to prevent identity theft. At the
event, there is a table promoting products and services and a local radio station broadcasting live.
Food, raffles, and giveaways should also be present to attract more people and market the
company. Another way to promote the event is with colorful and unique T-shirts that are
distributed to the participants and worn by all present employees. The Shred Event may seem
more enticing and fun if the name was changed to “Shred-A-Thon” or “Shred-a-Palooza”. “Save the
Date” emails and other posts promoting the event should begin in March. Additionally, an event
should be created on Facebook with details and information about the event.

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RETENTION STRATEGY
Member Communication
NEWSLETTER
All members electronically receive a bi-monthly newsletter that includes educational and
promotional content, along with important dates and upcoming events. Separate newsletters
should be created for younger Millennials, older Millennials, adults, and older members. Each
newsletter should be created on Constant Contact and designed with the guidelines in the “Brand
Style Guide”. The subject line should be creative and engaging and the body of the email should
contain the entire newsletter. Appropriate pictures and call-to-action page links should be
accompanied with each section of the newsletter. Lastly, links to DEXSTA social media pages
should also be included.
PERSONALIZED ITEMS
Holidays: Personalized cards will show the community that DEXSTA values its members. Stick
with generic “Happy Holidays” and “Season’s Greetings” type cards to avoid religious affiliation.
These cards should be sent out the second week of December.
Birthdays: Birthday cards or emails should be sent to enhance member relationships. Make sure
the names and addresses list are current and up-to-date to avoid mistakes.
Thank You: A thank you email should be sent to show appreciation to new members who open an
account. This email could also include branch locations, times of operation, links to social media
pages, and information about the app.
Market Research
Market research is necessary to understand the effectiveness of current marketing efforts. In order to
gain insight, questionnaires should be emailed to all existing members twice a year. Questions should
include how the member heard of DEXSTA and what they like/do not like about the credit union. As an
incentive to complete the survey, all those who participate will be entered in a drawing to win a prize,
such as Phillies tickets or a gift card. Data collected through questionnaires should influence revisions to
the marketing plan and marketing budget.