CUNA
  • Advocacy
    • Priorities we’re fighting for
    • Actions you can take
  • News
  • Learn
  • Compliance
  • Shop
  • Topics
    • Community Service
    • Compliance
    • Credit Union Hero
    • Credit Union Rock Star
    • Credit Union System
    • Directors
    • Human Resources
    • Leadership
    • Lending
    • Marketing
    • Operations
    • Policy & Issues
    • Sales & Service
    • Technology
  • Credit Union Magazine
    • Buyers' Guide
    • COVID-19
    • Digital Edition
    • Credit Union Hero
    • Credit Union Rock Star
    • Subscribe
    • Advertise
    • Contact
  • COVID-19
  • Advertise
  • Awards
    • Nominate Credit Union Hero
    • Nominate Credit Union Rock Star
  • Podcasts
  • Videos
  • Contact
Learn More about Member Value

News

Member Benefits
Learn more
Learn more about the benefits of membership.
Home » An Entrepreneurial Spirit
Marketing CU Rock Stars 2015
#CURockStar Shannon Doiron

An Entrepreneurial Spirit

'We've helped the schools quite a bit, and we have more brand recognition than ever before.'

February 1, 2016
No Comments
Shannon Doiron

SHANNON DOIRON, first vice president, marketing and deposit products, has been instrumental in leading the charge to enhance Kinecta Federal Credit Union’s brand awareness in the communities it serves. This initiative is a testament to Doiron’s entrepreneurial spirit. His peers say he’s always thinking of innovative ideas that lever-age technology, and pushing himself and his team to find better ways to do things.

Take social media. Doiron’s ideas and leadership have put the $3.7 billion asset Manhattan Beach, Calif.-based credit union at the forefront in terms of social media marketing and practices. The credit union has thousands of followers and earned multiple industry awards.

And in 2005 Doiron was part of building and deploying a new online banking system—custom-tailored to the credit union’s membership. It saved over $3 million in operating costs, and Kinecta Federal used the system for five years before outgrowing it.

Doiron also understands the importance of using marketing research to predict member behavior and identify areas of opportunity. Under his guidance, Kinecta Federal has built robust research capabilities that provide new insights about members and the areas the credit union serves.

For Doiron, the best part of his job is helping his employees succeed and achieve their career goals along with helping area communities. “I really feel fortunate that, as I drive in each morning, I’m thinking about what I can do to help my communities,” he reflects.

One focus of his efforts is local high schools. “Large banks have mostly penetrated the colleges and serve members outside of our footprint, so focusing on high schools allows us to have a greater impact,” he explains. “We approach our high school partners by finding out what their needs are and how Kinecta can address them.”

A project Doiron particularly enjoyed was Kinecta Rocks School. He and his team held a battle of the bands contest for youth bands and narrowed the competition to three. The winners opened for a national act in August. “It was a dream come true for some really talented kids, and Kinecta Federal gave them that experience,” he says.

Doiron’s learned a lot about how school systems work, what they need, and how Kinecta Federal can address those needs. “We’ve helped schools quite a bit and it’s created goodwill with them and with parents,” he says. “As a byproduct, we’ve had more brand recognition than ever before. People understand what Kinecta Federal is and what we do.”
 

KEYWORDS #CURockStar branding Rock Stars

Post a comment to this article

Report Abusive Comment

Credit Union Magazine - Winter 2020

Winter 2020

Credit Union Magazine’s Winter 2020 edition features CUNA’s 2021 lending outlook, CEO insights on adjusting to the pandemic, and board recruitment strategies.
Digital Edition •  Subscribe

Trending

  • Compliance: 2020 Year in Review, Checklist now available

  • 5 fraud predictions for 2021

  • CUNA sends recommendations to incoming Biden administration

Tweets by CUNA_News

Polls

Will you ask employees to receive the coronavirus vaccine?

View Results
More

Champion of America’s Credit Unions

Credit Union National Association is the only national association that advocates on behalf of all of America’s credit unions. We work tirelessly to protect your best interests in Washington and all 50 states. We fuel your professional growth at every level and champion the credit union story at every turn.

More CUNA

  • About
  • Careers
  • Contact Us
  • Recommended Websites
  • Privacy Policy

Resources for

  • CUNA Board Members
  • Credit Union Advocates
  • Leagues
  • Press
  • Vendors