Service Measures

On-Brand ServiceOn-Brand Marketing

Financial Measures

Balanced Scorecard–Reinforce the Brand

Live the Brand!

©2005 EverythingCU.com and Denise Wymore

BUILDING YOUR BRAND ONLINE

Morriss Partee

WHAT WE’RE GOING TO COVER TODAY

• DIFFERENTIATING ONLINE

• THINGS THAT UNDERMINE ONLINE EFFECTIVENESS

• TIPS FOR IMPROVING ONLINE EXPERIENCE

YOUR WEB SITE IS YOUR BRAND MADE VISIBLE

HISTORY

• 23,866 CUs in 1969

• 11,000 CUs in the 90s

• 6,429 CUs today

YOUR COMPETITION FOR SEARCH RESULTS

canned marketing

UNIQUECONTENTWANTED

WHO ARE YOU?

jargon

LET’S SHARPEN YOUR BRAND

Who founded your CU?What are their attributes?

brand filter

Criteria for selecting your web vendors?· online banking· online lending· mobile banking· mobile deposit capture

EASE of MEMBER EXPERIENCE

#1 Criteria should be:

ELIMINATE WHAT DOESN’T WORK OR ISN’T VALUABLE

LIST 3 THINGS YOUR CU IS BETTER OFF NOT DOING OR

OFFERING

(hint: your members won’t care or notice if you stop offering it)

IN CONCLUSION

INCREASE YOUR

ONLINE VISIBILITY THROUGH

UNIQUENESS

Just say NO to:• stock newsletter articles

• stock marketing campaigns• cumbersome member-facing

online services

Use the language of your members & amplify it on your

site

Choose your web partners based on the experience they

deliver to your members

Morriss ParteeChief Experience Officer

EverythingCU.com

morriss@everythingcu.com413·535·0621

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