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Departments Categories: Marketing

Marketing /  • November 19, 2019
What’s in a name?
A name change is often in order when a credit union evolves from closed to open bond, or tries to expand its reach outside its existing circle of loyal members.

Gaining public attention and attracting new members can be a challenging task for any credit union, especially for those that started out by targeting niche markets or as closed-bond institutions. Rebranding can be a way of hitting the re...

Marketing /  • September 12, 2019
Full of purpose
The next big marketing thing might be a venerable credit union tradition, just freshly repackaged.

Among the array of presenters and keynote speakers at last May’s National Conference for Canada’s Credit  Unions and trade show in Winnipeg was Porter Gale,  former vice-president of marketing for Virgin America airline. Gale’s presentatio...

Marketing /  • July 10, 2019
To market, to market
AIME awards judges identify trends among the credit union marketing winners.

Canada's credit unions are relying on community connection and financial literacy in their advertising and marketing campaigns as a way to attract and retain members in the ultra-competitive financial services market. Instead of ads promoting interes...

Banking / Marketing /  • May 23, 2019
Sharing is caring
Servus Credit Union launches $1 million Big Share initiative.

This spring, Servus Credit Union (365,402 members, $15.9 billion in assets) is giving people a million more reasons to join the financial institution. As part of the new initiative, Alberta-based Servus is encouraging people to save by offering a ...

Finance / Marketing /  • August 10, 2018
Capitalizing on content
An ambitious new “Everything Retirement” website targeting baby boomers shows how effective content marketing can be.

We know we should learn more about managing our retirement but we’re wary of marketers and slick salespeople. We need knowledge but we also crave authenticity. These advertising truths form the basis for a content marketing solution aime...

Banking / Marketing /  • February 6, 2018
In credit unions we trust
Atlantic Canada’s credit unions market their strongest asset in a funny, fast-paced video that is engaging as well as thought provoking.

Credit unions have a unique business model and nowhere is that more apparent than in a zany media spot by Atlantic Central that turns traditional financial marketing on its head. Negligent gym spotters, eager car salesmen, distracted babysitters, dub...

Marketing / Technology /  • January 31, 2018
Social butterfly
For credit unions – and especially those with limited marketing budgets – social media can be an effective way of promoting their brand.

Many legal departments had collective panic attacks a decade ago when financial institutions began self-promoting on Facebook and Twitter. Claire Richardson even received instructions from a compliance manager at the United Kingdom bank where she wor...

Community Development / Marketing /  • September 7, 2017
Rock On
Northern Credit Union wins a prestigious marketing award for its Small Business Rocks campaign that pairs state-of-the-art online business tools with a face-to-face networking event.

In 2016, Ontario’s Northern Credit Union (70,000 members, $1.2 billion in assets) rolled out an ambitious, online account-opening program aimed at small businesses. The package took off immediately, a heady combination of great softwa...

Banking / Marketing /  • August 24, 2017
Prepaid Convenience
Desjardins is paying heed to millennials' affinity for innovative online financial services such as prepaid cards.

What comes next? It’s the perennial question as credit unions seek to ride the youth banking wave. That means appealing to a new generation that appreciates convenience and has little patience for banking fees. A survey released this...

Marketing / Technology /  • March 21, 2017
Digital Target
Community First Credit Union proves that successful marketing is about taking a targeted approach that launches off digital platforms.

Know your audience — it’s vital to the success of any business. Kirstin Dias, the marketing manager at Sault Ste. Marie, Ont.-based Community First Credit Union (14,000 members, $500 million in assets) has taken this adage one step further. Under...

Business / Marketing /  • December 8, 2016
Play big
6 ways to hone your content-marketing strategy

It's easy to feel overwhelmed as 2017 approaches, with the social-media landscape shifting and mutating ever more rapidly as you plan a content-marketing strategy for the year ahead. You know your product; you know your worth. That’s the easy part....

Marketing /  • September 22, 2016
Best in show
International ad campaigns showcase the power of a good idea

The marketing campaign that goes viral is a thing of beauty. Sometimes it’s a big- budget extravaganza (think Budweiser at the Super Bowl), but more often than not the most successful campaigns grab the viewer’s attention purely because they’re...

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