How to Create a Marketing Plan that Matters in

2014Presented by Owen Fuller, Fit Marketing

#ucua @owenfuller

Introduction

Owen FullerChild #11

Alaska GrownPresident at Fit Marketing

“Credit unions that invest more marketing dollars per member see larger membership growth, asset growth and loan growth.”thefinancialbrand.com

“Nearly half of all bank and credit union marketers admit they struggle to quantify the results of their efforts, and two-thirds say they need to be doing a better job quantifying marketing ROI.”

cuinsight.com

Our Challenge

Create a meaningful marketing plan that guides your efforts in 2014

Before you start• Make sure it aligns with the your purpose (why do you exist outside

of making money), core values and big hairy audacious goals

• Make sure it aligns with your business strategy for 2014– Broad aspirations & concrete goals– Where you play & where you don’t– How you win– Capabilities– Management systems

• Think 70-20-10

For more info see: Five Questions of Strategy & jimcollins.com

Components for your Marketing Plan

• Brand Style Guide• Branding Signals• Objectives• Buyer Personas• Positioning• Action Plan & Editorial Calendar• Measurement

Brand Style Guide

• Name variations• Fonts• Colors• Logo variations• Taglines• Tone• Commonly used phrases• Brand essence

Brand Signals• Branding is the art of creating the signals that generate the feelings of your

brand essence.

• Your customers’ brand experiences occur at each touchpoint, no matter how small

• To improve your branding, consider: – each environment where you can convey a signal– what signal you are currently sending in each environment – what you can change to send the right signal

Objectives

• Start with why• Begin with the end in mind• Define what a successful outcome will look

like and how it will be measured• SMART

• Background/demographics• Goals• Problems• How to help• What that help means to her• Real quotes• What role do you play in her story?

Buyer Personas

Focus on selling to members first

• Single-service members• Declining balances• Profit analysis• New members

Overcoming the Monster

Rags to Riches

The Quest

Voyage & Return

Comedy

Tragedy

Rebirth

Positioning

• Differentiate or die– Hours– Leader in mobile banking– Best place for families to bank

• Price on purpose

• Not “full-service” or “member-first”

• Brainstorm 50-100 problems for each persona• Create an inventory of existing content (repurpose

your best content regularly)• Identify each channel were you can connect with your

key buyer personas

• Create an editorial calendar– Types of content (direct mail, blog posts, videos,

premium content, online magazines, social posts. etc)

– Targeted persona(s) & story archetype– Map to stage of the buying cycle (attention,

interest, desire, action, loyalty)– Consider seasonal promotions, data from MCIF – Goals (2-3 KPIs) to measure each initiative

Action Plan & Editorial Calendar

Measurement

• Leading KPIs• Lagging KPIs• Use the NPS to see how you are doing– “On a scale of 0-10, how likely are you to refer a

friend or colleague to __”– Why?

How to Create a Marketing Plan that Matters in

2014Presented by Owen Fuller, Fit Marketing

#ucua @owenfuller