1
Determine your three key messages to serve as your core communications to both prospective SEG groups and members. They are different, really. You should have unique messaging for both targets. Don’t assume that they’re the same.
2
Evaluate the efficacy of all your marketing pieces in the new business development process. Are they working? Are they visually consistent and uniformly branded with the appropriate message? If not, start over. You won’t be wasting your time because you likely are not making significant progress anyway.
3
Make a determination where your priority is from an ROI perspective. Do you really need to sign up more SEGs or is penetration your problem. All credit unions have three critical considerations in their marketing evaluation. Which is more important to concentrate on?
- Increasing the number of SEG companies that are part of your credit union
- Up-selling current members on new services
- Increasing the penetration of new members from existing SEG companies
4
Do you have a calendar of activity that details a specific marketing strategy for both SEGs and members? Is there a month-by-month identification of every strategic marketing tactic (direct mail, statement stuffer, e-marketing, telemarketing, advertising, etc.) along with an estimate for what each tactic will cost?
5
Do you currently have an effective means to evaluate the success of every tactical exercise? In other words, are your campaign metrics actually delivering for you
View the Case Study of McGraw-Hill Federal Credit Union’s Branding by Verge180