It's Getting Complicated.

Sustainability - it's all about membership growth. But who will those new members be?

As with the aging of the "Greatest Generation" so follows the aging of the credit union generation. Every CEO and marketing director is looking for the magic potion that attracts the new member - but in today's marketplace, that member isn't necessarily being reached the same way as their parents were.

To survive and serve the next generation of credit union members, you need to be able to answer these questions:

Who are your best prospects? Are you relevant to them?
Are you willing to make refinements to become relevant?
Are you trying to sell on a customer service experience alone?
How are you educating your new prospect on the CU difference?
You're open to the community, but are they open to you?

Asking the right questions is the first step to getting there.
Third Degree can help. Find out more.

Knowing When To Do What.

Lots of factors can influence whether you use your marketing dollars to go "brand" or go "promotion."

Branding is about matching the internal core values of the credit union to a compelling relationship offering. It's the emotional connection, it takes time to build, and is about being top-of-mind when someone is ready to make a switch. While promotion drives short-term interest, it gets prospects in the door.

Strive for a balance between brand and promotion - but also be realistic about how budget, timing and your offerings influence when to do what.

• BRAND = a promise that you uphold and consistently deliver
• PROMOTION = a good reason to try us
• BRAND = brings your position to life, connects emotionally
• PROMOTION = gives the prospect an exciting incentive
• BRAND = an internal motivator as much as an external awareness

VELOCITY SCALE: decide where you want your efforts to reside on the scale, can be different for different initiatives.

There is no one-size-fits-all.

How do you reach your target on their terms - through mediums that are relevant to them?

CONSIDER NEW STRATEGIES: Do you need to find your market or is there an opportunity for your target to find you. From online social media to more invasive mediums, there can be a balanced media strategy for both. Is your message relevant to the life stage of the prospect? Do you understand the "life triggers" that motivate target prospects? Third Degree can help. Find out more.