How to Create a Simple Marketing Plan for Credit Unions

By admin | Marketing Strategy

Jan 16
If you ever wondered if there was a simple way to create a marketing plan for credit unions, there is. And this is the place where you will learn how to do it.

I want to give you the plan that we use with a lot of credit unions and it is the one that I think could help you internally as well if you shared it across your team to keep them organized.

So if you’re determined to make your credit union grow, read the text below, or watch this short 6-minute video.
 

Plan only one month ahead

The first thing you need to know is that we will only plan a month ahead. I’m not suggesting you go and spend two weeks doing your planning and try and plan 12 months ahead. I really only want you planning a month ahead because candidly in working with credit unions, I realize that things are changing. One week is slow, the other one is great. We need to change things a little bit as we go.

Simple Marketing Planning Sheet for 2018

Download this Excel spreadsheet that will help you create a marketing calendar for your credit union.

Your marketing calendar template is on its way. Check your inbox!

Think about the dates

So with you focusing on one month ahead, you will want to think about the dates as well. The first column you want to have in your plan is a column with dates. Let’s just say that you’re starting in January, you’re going to list out all the different dates that you plan on executing some kind of promotion that will drive results. So we need a plan that’s going to drive X amount of people who show interest in your credit union, so that you get X amount of calls, that turn into X amount of appointments that turn into X amount of members and these numbers vary across all the different credit unions that we’ve worked with but this is the thought process I want you to adopt. That’s the top level.

Pick the tactics

Next thing, you need to list out all the different tactics that you’re going to use to get those members. For example, are you going to use email marketing, search engine optimization, Google AdWords, Facebook ads, social media, maybe radio? Whatever you’re doing, we want to list out all those tactics that you want to use next to the dates when you’re planning on doing that.

Choose the person who is responsible

Now, one of the most important part to make sure that everything is going according to the plan is to think who is that one person who is responsible for executing each of these tactics. That’s your next column. Whether it’s your agency, yourself, someone on your team; you need to know who that one person is who is directly responsible to execute that tactic. One person, there’s one person that has their finger that can push that button.

What’s your theme?

The fourth column is the theme. What are you promoting? Are you trying to get more members? Do you want to increase products per member? Maybe your top priority for this month is more loans? Whatever it is, it doesn’t make sense just to list a bunch of tactics; you need to understand what your focus is here.

How much money are you willing to invest?

Next column is very important. What are you putting behind those tactics? How much money are you investing in Google AdWords and how much money are you investing in other tactics? List the different financial resources per each tactic. This is simply a math equation. As long as the money that you’re investing is producing a positive return on investment, you do that all day long. All day every day and you push your agency to continue to improve it. But there’s no reason you should ever stop it if it’s giving you the desired results. All you need to answer is: how much are you willing to invest to acquire a new member?

Review tactics and add some notes

Last two columns are for notes and grade. You need to keep notes so you’re going to list what happened: you sent out 1000 emails, 200 people opened the email, 19 called and you booked six appointments, and you acquired three members. At the end of the day, all that I care about for you is how many appointments you had and how many of those turned into members. Once you figure out that equation that’s working for your credit union, you can scale it and turn it up or turn it down as needed. As often as you like.

Grade your efforts

And the last part is to grade your efforts. I only have two grades – A or F. Simple as that. Now some of those Fs are going to take a month or two to change. You can then go back and see, ok so we launched this tactic a couple of months back, but we closed 5 mortgages this month, so now it seems that this tactic is actually working pretty well. So you start analyzing what happened, and you see how much money you spent deploying that tactic and as long as you have a positive return, you need to change that F to an A and put some more notes in, for example, how many months it took you. Remember, you want to start building that calendar month by month so that the next year you can just dust it off. Take out what didn’t work and keep doing everything that did and add some new stuff in to keep generating positive results.

Schedule a Discovery Call!

This is your opportunity to get on a call with Michael Tasner and tell him more about your credit union, about your challenges and goals, and ask him any questions about how to get there.

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