In this episode of the Credit Union Sales and Marketing Podcast, hosts Bill McKenna and Paul Robert welcome back Jason Causa, the founding partner of Reviews Up, to discuss the critical role of reputation management in the credit union industry.

They explore how AI technology can enhance reputation strategies, the importance of building trust and member loyalty, and the often-overlooked significance of employee reviews. The conversation emphasizes the need for credit unions to focus on perceived outcomes, realistic rating goals, and the integration of employee feedback into their overall reputation management strategy.

Takeaways:

·      Reputation management is crucial for credit unions.

·      AI can enhance how credit unions respond to reviews.

·      Building trust is essential for member loyalty.

·      Employee reviews significantly impact overall reputation.

·      Perceived outcomes influence member decisions.

·      Striving for a 4.5 rating is more realistic than perfection.

·      NPS should complement, not replace, reputation management.

·      A positive culture can drive better member experiences.

·      Online reviews directly correlate with member acquisition.

In this episode, Paul Robert and Bill McKenna discuss the critical importance of growth for credit unions, focusing on attracting new members, retaining existing ones, and deepening relationships.

They explore the challenges faced by smaller credit unions, the necessity of personalization in member interactions, and the alignment of sales and marketing efforts. The conversation emphasizes the need for actionable strategies and the creation of value through meaningful conversations and effective follow-up processes.

Takeaways:

·      Attracting new members, retaining existing ones, and deepening relationships are key growth metrics.

·      Smaller credit unions face unique challenges in achieving growth.

·      Personalization is crucial for deepening member relationships.

·      Frequency of communication is vital for success.

·      Sales and marketing alignment is necessary for effective growth strategies.

·      Execution of strategies requires clear action plans.

·      Creating value through conversations is fundamental to member satisfaction.

In this episode of the Sales and Marketing Podcast, hosts Bill McKenna and Paul Robert engage with Susan Toalson McGinty, the SVP Chief Growth and Advocacy Officer at the University of Illinois Community Credit Union. They discuss the multifaceted role of credit unions, emphasizing the importance of advocacy, differentiation from traditional banks, and the integration of technology in enhancing member engagement.Susan shares insights on building a culture of “do more good,” the significance of purpose in business development, and the challenges faced by smaller credit unions in balancing multiple responsibilities.Takeaways·      Advocacy is essential for credit unions to grow and educate legislators.·      Understanding the differentiation between credit unions and banks is crucial.·      A culture of 'do more good' can drive member engagement.·      Technology plays a vital role in modern credit union operations.·      Building relationships is more important than transactional interactions.·      Purpose-driven business development leads to sustainable growth.·      Integrating business development with retail teams enhances overall success.·      Empowering staff to represent the credit union is key.Keywords:#creditunions #businessdevelopment #advocacy #technology #financialservices #memberengagement #marketingstrategy #communitygrowth #financialliteracyHosts:Bill McKennaPaul RobertGuest:Susan Toalson McGinty

In this episode, Bill McKenna and Paul Robert discuss the critical role of data in enhancing member experiences within credit unions. Anne Legg, founder of Thrive, emphasizes the importance of understanding member friction and leveraging data to create personalized solutions.

The conversation explores the need for data literacy, proactive strategies, and cross-functional collaboration to improve member relationships and retention. The hosts also touch on the impact of AI and the necessity for credit unions to adapt in a rapidly changing financial landscape.

Takeaways

·      Data is essential for improving member experiences.

·      Understanding member friction is key to effective data use.

·      Credit unions should focus on deepening relationships with existing members.

·      Data literacy empowers staff to make informed decisions.

·      Proactive data strategies can anticipate member needs.

·      Education and training are crucial for effective data utilization.

·      Cross-functional collaboration enhances member service.

·      AI can personalize member interactions and offers.

·      Credit unions must adapt to remain relevant in a competitive market.

Keywords:

#creditunions #datastrategy #memberexperience #dataliteracy #financialservices #ai #memberrelationships #data-drivendecisions #financialeducation

Hosts:

Paul Robert

Bill McKenna

Guest:

Anne Legg

Thrive

Exploring the Two Types of Marketing

In this episode of the Credit Union Sales and Marketing Podcast, hosts Bill McKenna and Paul Roberts discuss the two primary types of marketing: product/service marketing and brand marketing or magnification.

They explore the importance of brand loyalty, emotional connections with members, and the impact of life events on member engagement. The conversation emphasizes the need for credit unions to create a strong brand presence through community involvement and storytelling, as well as the significance of employee engagement in representing the brand.

The episode concludes with a discussion on the role of online reviews in shaping brand perception and the importance of having a unified marketing strategy.

Takeaways

·      There are two types of marketing: product/service and brand.

·      Brand loyalty is crucial for retaining members.

·      Emotional connections with members drive engagement.

·      Life events trigger the need for financial services.

·      Community involvement enhances brand perception.

·      Storytelling is a powerful marketing tool.

·      Employee engagement reflects the brand's values.

·      Online reviews can significantly impact consumer decisions.

·      A unified marketing strategy is essential for success.

Keywords:

#marketing, #brand loyalty, #brandmarketing, #productmarketing, #creditunions, #memberengagement, #communityinvolvement, #storytelling, #employeeengagement, #onlinereviews, #financialservices

Hosts:

Bill McKenna

Paul Robert

3 Growth Goals for Credit Unions Under $500 Million

In this episode, Paul Robert and Bill McKenna discuss the critical importance of growth for credit unions, focusing on attracting new members, retaining existing ones, and deepening relationships. How does impact credit union under $500 Million in assets?

They explore the challenges faced by smaller credit unions and emphasize the need for personalization in sales and marketing strategies. The conversation highlights the significance of aligning sales and marketing efforts to create value and foster meaningful member engagement. Ultimately, the hosts stress that a clear plan of action is essential for executing growth strategies effectively.

Takeaways

·      Attracting new members, retaining existing ones, and deepening relationships are the 3 key growth metrics.

·      The credit union movement must focus on net growth, not just new memberships.

·      Smaller credit unions face unique challenges in achieving growth.

·      Personalization in member interactions enhances relationship building.

·      Sales and marketing alignment is crucial for success.

·      Creating value through conversations is vital for member engagement.

·      A clear plan of action is necessary for executing growth strategies.

·      Understanding member needs leads to better service offerings.

·      Frequency of communication is a driver of success.

Keywords

#growthstrategies, #memberretention, #deepeningrelationships, #financialservices, #relationshipbuilding, #personalization, #memberengagement

Hosts:

Bill McKenna

Paul Robert

Leadership's Role in Credit Union Success

In this episode of the Credit Union Sales and Marketing Podcast, Paul Roberts and William McKenna discuss the critical role of leadership in credit unions, focusing on the importance of strong leaders in navigating industry changes.

They are joined by Tammy O'Hara, an Executive Benefits Consultant, who explains the significance of executive benefits like SERPs in retaining talent and ensuring smooth succession planning.

The conversation also highlights the need for credit unions to prioritize marketing and technology integration to foster growth and adapt to rapid changes in the financial services landscape. They also discuss the key qualities needed in strong leaders, and how sales and marketing strategies have evolved over the years. The discussion emphasizes the need for education and understanding within credit unions, both for leadership and board members, to ensure effective decision-making and community engagement.

Takeaways:

·      Strong leadership is crucial for navigating industry changes.

·      Executive benefits like SERPs help retain key talent.

·      Succession planning is essential for smooth transitions.

·      Cultural fit is important when hiring new leaders.

·      Turnover at the executive level can be costly.

·      Key personnel beyond the C-suite should be valued.

·      Compensation should reflect the value of leadership roles.

·      Understanding the risks involved in leadership decisions is vital.

·      The board's role in leadership retention is crucial.

Keywords:

#credit unions, #leadership, #executivebenefits, #SERPs, #successionplanning, #marketing, #technology, #growth, #culture, #boarddynamics

Hosts:

Bill McKenna

Paul Robert

Guest:

Tammy O'Hara

In this episode of the Credit Union Sales and Marketing Podcast, hosts Bill McKenna and Paul Robert welcome Jim Wrigley from Deep Target. They discuss the importance of deepening relationships with credit union members through personalized marketing strategies.Jim explains how Deep Target utilizes AI to analyze member data and deliver targeted messages, enhancing member engagement and driving sales. The conversation also covers the significance of frequency in communication, and the integration of marketing tools within credit unions. Jim emphasizes the value of guaranteed results and the need for credit unions to leverage their digital real estate effectively.Takeaways:·      Personalization is key to effective marketing strategies.·      Sales should be viewed as helping members, not just selling.·      Frequency in communication drives member engagement and success.·      Digital real estate on banking platforms is underutilized.·      AI can identify the next best product for members.·      Credit unions often lack the resources for complex marketing integrations.·      Building a strong brand requires more than just competitive rates.Hosts:Bill McKennaPaul RobertGuest:Jim Wrigley – Deep Target

In this podcast episode, Bill McKenna and Paul Robert discuss why they decided to start this podcast and some of the essential strategies for credit unions to grow and thrive in a competitive market. They emphasize the importance of membership growth, particularly among younger demographics, and the need for credit unions to deepen relationships with existing members.

The conversation highlights the critical alignment of sales and marketing efforts, something that is vitally important to success. They also discussed the creation of opportunities through effective marketing, and the necessity of preparing staff for upcoming campaigns and ongoing internal communications.

The hosts also stress the importance of adapting to changing market dynamics and the role of technology in enhancing credit union operations.

Takeaways:

·      Why they do this podcast.

·      Membership growth, especially among younger members, is crucial.

·      Deepening relationships with existing members.

·      Sales and marketing must work together for effective growth strategies.

·      Understanding market dynamics.

·      Technology plays a significant role in operations.

·      Staff training should focus on sales behaviors, not just service.

·      Preparation for marketing campaigns is vital.

·      Identifying best practices from other credit unions.

Keywords:

#credit unions #growthstrategies #sales #marketing #membergrowth #marketingalignment #customerrelationships #credituniondata #employeetraining #market expansion

Hosts:

Bill McKenna

Paul Robert

Building a Shiny Brand: The Chrome FCU Story

In this conversation, Jasmine Hughes, the Marketing and Community Relations Executive at Chrome Federal Credit Union, shares her journey from news media to the credit union industry. She discusses the significance of Chrome's name, its branding strategies, and the importance of community service as a core value.

Takeways:

• Chrome FCU’s community service focus.

• The name 'Chrome' reflects the credit union's roots in steel production.

• Branding is crucial for member engagement and community perception.

• Employee engagement is fostered through a strong internal culture.

• Marketing is viewed as a strategic function at Chrome.

• Success is measured through community impact and member growth.

Keywords:

#credit union #marketing #community relations #branding #strategicmarketing #Chrome Federal Credit Union #Jasmine Hughes

Hosts:

Bill McKenna

Paul Robert

Guest:

Jasmine Hughes – Chrome Federal Credit Union

In this episode, Bill and Paul welcome Scott McKenna owner of Scaling Creative to discuss the evolving landscape of marketing for credit unions. They explore the importance of video content, understanding target audiences, and the role of influencer marketing.

Scott emphasizes the need for patience in social media strategies and the significance of storytelling in creating impactful community content. The conversation highlights how credit unions can leverage their unique position to engage with their communities effectively and build lasting relationships.

Takeaways:

·      Attention is crucial in marketing; without it, you don't win.

·      Video content is proven to capture more attention than other formats.

·      Understanding where your target audience spends their time is essential.

·      Social media marketing requires patience and a long-term strategy.

·      Influencer marketing can effectively generate referrals for credit unions.

·      Community impact stories resonate more than traditional marketing messages.

·      Quality of video content is less important than the story being told.

·      Engaging younger employees can provide insights into reaching younger audiences.

·      Referrals need to be incentivized to encourage participation.

·      Credit unions have a unique opportunity to showcase their community involvement.

Keywords:

#creditunions #marketingstrategies #video #influencermarketing #communityengagement #socialmedia #business development #referrals #storytelling #audience targeting

Hosts:

Bill McKenna

Paul Robert

Guest:

Scott McKenna – Scaling Creative

www.scalingcreative.com

Episode #11

Title:

The Power of Visual Branding in Credit Unions

In this episode, Bill and Paul discuss the critical aspects of visual branding and its importance in creating a strong identity for credit unions. They explore how visual branding goes beyond just logos and colors, emphasizing the need for consistency in messaging and employee training.

The conversation also highlights the significance of onboarding in building lasting relationships with members and the necessity of creating value through effective branding strategies.

Takeaways:

·      Visual branding is often misunderstood as just logos and colors.

·      Consistency in marketing materials is crucial for brand identity.

·      Employee training is essential for delivering consistent messaging.

·      Onboarding is a key opportunity to establish relationships with members.

·      Value-based content is more effective than traditional selling.

·      Brand guidelines should be actively used, not left on a shelf.

·      Every employee represents the brand, consciously or unconsciously.

·      Effective onboarding should involve all departments, not just marketing.

·      Branding efforts must be managed and continuously improved.

Keywords:

#branding #visualidentity #creditunions #onboarding #marketing #consistency #employeetraining #customerengagement #brandmessaging

Hosts:

Bill McKenna

Paul Robert

The Value of Consultative Selling

In this episode of the Sales and Marketing Podcast, Paul Robert and Bill McKenna discuss the critical role of sales in credit unions. They emphasize the importance of a consultative approach that prioritizes member value over traditional sales tactics.

They explore the evolution of credit unions, the necessity of setting clear expectations, and the importance of accountability and training in fostering a sales culture. The conversation also highlights the role of marketing in creating opportunities for engagement and the innovative tools that can facilitate member interactions. Ultimately, they stress the need for a collaborative relationship between sales and marketing to drive success in the credit union sector.

Takeaways:

·      Sales is often viewed negatively in credit unions.

·      The focus should be on creating value for members.

·      Consultative selling is about understanding member needs.

·      Credit unions have matured in their service offerings.

·      Setting clear expectations is crucial for success.

·      Training is essential for changing sales behaviors.

·      Accountability must permeate the organization.

·      Marketing plays a key role in creating engagement opportunities.

·      Innovative tools like QR codes can enhance member interactions.

·      Sales and marketing must collaborate for effective results

Hosts:

Bill McKenna

Paul Robert

In this episode, Paul Robert and Bill McKenna engage with Scott Florini from Newground to discuss the critical aspects of branch expansion for credit unions. They explore the importance of understanding market dynamics, the science behind choosing branch locations, and the evolving design of credit union spaces.

The conversation emphasizes the need for a consultative approach in member interactions, the significance of brand alignment, and the necessity of investing in future growth to ensure long-term success.

Takeaways:

·      Newground specializes in planning and designing branded spaces for credit unions.

·      Branch expansion is a science that requires thorough market research.

·      Understanding member demographics and behaviors is crucial for growth.

·      Modern branches are shifting from transaction centers to consultative spaces.

·      The design of a branch can significantly impact its image and member perception.

·      Staff training is essential for adapting to a consultative environment.

·      Brand alignment is critical when opening new branches.

·      Investing in future growth is necessary despite financial hesitations.

·      Community engagement and history can enhance brand identity.

·      Every market is unique, requiring tailored strategies for success.

Keywords:

#credit unions #branchexpansion #growthstrategies #memberengagement #market research #brandalignment #consultativeselling #communityinvolvement #designtrends #financialservices

Hosts:

Bill McKenna

Paul Robert

Guest:

Scott Florini - Newground

Branding Lessons from Chick-fil-AIn this episode, Paul and Bill explore the significance of branding and customer experience in the financial services sector, drawing parallels with successful brands like Chick-fil-A and Buc-ee's. They discuss the importance of employee engagement, the foundational elements of mission, vision, and values, and the necessity of understanding and serving the right audience. The dialogue emphasizes that a strong brand is built on a culture of accountability and genuine customer service, rather than just competitive pricing.Takeaways:·      Chick-fil-A's branding is a powerful example for credit unions.·      Customer experience is enhanced by employee engagement and training.·      A consultative approach in branches is essential for modern banking.·      Buc-ee's demonstrates the impact of a customer-centric culture.·      Understanding who we serve is crucial for effective branding.·      Mission, vision, and values are foundational to brand differentiation.·      Brands must also recognize who they are not serving.·      Dabbling in products without commitment can harm brand reputation.·      Accountability in executing brand values is essential.·      Creating a memorable experience is key to customer loyalty.Keywords:#branding #customerexperience #Chick-fil-A #Buc-ee's #credit unions  #mission #vision #values #customerservice #brand differentiationHosts:Bill McKennaPaul Robert

In this episode of the Credit Union Sales and Marketing Podcast, Paul Roberts and Bill McKenna discuss the critical importance of branding for credit unions. They explore when to consider rebranding, the signs of stagnant growth, and the need for a strong brand to compete effectively in the market.

The conversation emphasizes the role of employee engagement and member feedback in the branding process, highlighting the necessity of thorough research and understanding of both internal and external perceptions. The episode concludes with a teaser for the next steps in their branding strategy series.

Takeaways:

·      Branding is essential for credit unions' future success.

·      Stagnant growth is a key indicator for rebranding.

·      Deepening relationships with existing members is crucial.

·      Visual branding significantly influences consumer perception.

·      Employee engagement is vital for a successful brand.

·      Members' opinions shape the brand more than internal views.

·      Conducting thorough research is necessary before rebranding.

·      Utilizing external facilitators can yield honest employee feedback.

·      Understanding market competition extends beyond local credit unions.

·      A strong brand is necessary to penetrate new markets.

Keywords:

#branding #credit unions #marketing #member growth #employee engagement #market research #rebranding #competitive analysis #financial institutions #member satisfaction

Hosts:

Bill McKenna

Paul Robert

In this podcast episode, Bill and Paul discuss the intricacies of branding, particularly in the context of credit unions. They explore the importance of involving stakeholders in the branding process, the significance of a strong name, and the challenges of changing a brand.

The conversation delves into the role of positioning, employee engagement, and the alignment of mission, vision, and values in creating a cohesive brand identity. They emphasize the need for follow-through in branding efforts.

Takeaways:

·      Branding requires thorough research and stakeholder involvement.

·      A strong brand can significantly benefit an organization.

·      Changing a brand name is a complex process that requires careful consideration.

·      Positioning is crucial in defining a brand's identity.

·      Employee engagement is key to successful brand implementation.

·      Mission, vision, and values should align with branding efforts.

·      Follow-through is essential for maintaining brand integrity.

·      Differentiation is vital in a competitive market.

·      Branding is an ongoing process, not a one-time event.

·      Effective communication is necessary to convey brand changes.

Keywords

#branding #credit unions #brand change #naming #positioning #employee engagement #mission #vision #values

Hosts:

Bill McKenna

Paul Robert

In this episode, hosts Bill McKenna and Paul Robert discuss the critical role of reputation management in business, particularly for credit unions. They are joined by Jason Causa, co-founder of Reviews Up, who shares insights on the importance of online reviews, strategies for encouraging customer feedback, and how to handle negative reviews.

The conversation also covers the significance of employee feedback in retaining top talent and the role of technology in streamlining reputation management processes. Jason emphasizes the value of private feedback and a reputation audit to help financial institutions understand their current standing.

Takeaways:

·      Reputation management is crucial for business success.

·      Online reviews significantly impact customer decisions.

·      Quality, volume, and recency are key factors in reviews.

·      Negative reviews can be turned into opportunities for improvement.

·      Private feedback provides invaluable insights for management.

·      Technology can simplify the process of gathering reviews.

·      Engaging employees in the review process is essential.

·      A strong reputation attracts both customers and talent.

·      Regularly monitoring reviews helps identify areas for improvement.

·      A reputation audit can provide valuable insights.

Keywords:

#reputation management #online reviews #customer feedback #credit unions #employee satisfaction #marketing strategies #negative reviews #customer experience

Hosts:

Bill McKenna

Paul Robert

Guest:

Jason Causa - ReviewsUp

In this conversation, Bill McKenna and Paul Robert discuss the often-taboo topic of sales within credit unions, emphasizing the need for a balance between sales and service. They explore the importance of crafting a compelling value proposition that resonates with members and the necessity of brand consistency across all levels of the organization. The discussion also touches on the role of technology in enhancing member experience and the commitment required for brand transformation. Takeaways ·      Sales is essential for credit unions to succeed. ·      Credit unions must find a balance between sales and service. ·      A strong value proposition is crucial for differentiation. ·      Brand consistency is key to building trust with members. ·      Everyone in the organization must embody the brand values. ·      Awareness alone does not lead to transformation; commitment is necessary. ·      Technology plays a vital role in enhancing member experience. ·      Organizations must be genuine in their value propositions. ·      The financial services landscape is becoming increasingly competitive. ·      A memorable brand can be a significant differentiator. Hosts: Bill McKenna Paul Robert

In this conversation, Paul Robert and William McKenna discuss the rebranding journey of Suffolk Credit Union with Charles Schembri, the EVP Chief Experience Officer. They explore the rigorous process of rebranding, the importance of core values, and the significance of visual branding.

Charles shares insights on the implementation strategy, the momentum gained post-launch, and the focus on deepening member relationships. The discussion emphasizes the need for data-driven decisions and the importance of involving all levels of the organization in the rebranding process.

Takeaways

·      The rebranding process was rigorous and involved extensive research.

·      Core values are essential for guiding organizational culture.

·      Visual branding, including color choice, plays a crucial role in brand identity.

·      Involving all employees in the rebranding process fosters buy-in and unity.

·      The implementation of the new brand was executed in a single weekend.

·      Post-launch, the credit union has seen significant growth.

·      Deepening relationships with existing members is a key focus for future growth.

·      Data-driven decisions are critical for understanding member needs and gaps.

·      The rebranding is an ongoing process that requires continuous iteration.

·      Successful rebranding should stand the test of time and align with future goals.

Keywords:

#credit union #rebranding #branding process #core values #member relationships #visual branding #organizational culture #community engagement #data-driven decisions #Suffolk Credit Union

Hosts:

Bill McKenna

Paul Robert

Guest:

Charles Schembri – Suffolk Credit Union