Crafting a strategic marketing plan for credit unions

by Bo McDonald, Your Marketing Co.

In this very competitive financial landscape, credit unions have no choice but to differentiate themselves to attract and retain members. A well-crafted, strategic marketing plan is essential to making this happen. It’s not all inclusive, but here’s a peek behind the curtain of how we craft our credit union strategic marketing plans, walking you through a plan that aligns with your credit union’s mission while also driving growth and member engagement.

Step 1: Understand your credit union’s mission and goals

Every credit union marketing plan starts with a clear understanding of your credit union’s mission, vision, and long-term goals. That is, assuming you have a well-defined mission and vision (if not, we start there)! This ensures your marketing efforts are aligned with the overall direction and ideals of your organization.

  • Mission Statement: Reflect on your credit union’s mission. How does it serve the community? What are its core values?
  • Goals: Identify both short-term and long-term goals. These could include increasing membership, improving member engagement, or enhancing financial education programs.

 

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