CUNA News
  • LOG IN
  • Create Account
  • Sign Out
  • My Account
  • LOG IN
  • Create Account
  • Sign Out
  • My Account
  • 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
  • Advertise
  • Awards
    • Nominate Credit Union Hero
    • Nominate Credit Union Rock Star
  • Podcasts
  • Videos
  • Contact

News

Home » Creative Thinking Pays Off
Marketing CU Rock Stars 2015
Beth Kelly

Creative Thinking Pays Off

‘It’s inspiring how just two little words—we care—can hold so much meaning.’

November 11, 2015
No Comments
Beth Kelly

WALT DISNEY KNEW a thing or two about the credit union industry. Well, at least he did in an indirect way, according to Beth Kelly, marketing and business development director at $77 million asset Hopewell Federal Credit Union in Heath, Ohio.

“I grew up visiting Walt Disney World in Florida and really wanted to give people the magical experiences I had during my visits,” she says. “Recognizing that consumers often make choices based on how things make them feel provided me great awareness as I moved into the financial services realm. People are emotional and sensitive about money, and I need to make sure our marketing supports that.”

Disney and Kelly also share a common trait—creativity.

In her work at Hopewell, she has several responsibilities that require resourceful thinking, including social media management, content creation, and writing in all areas of communication.

But it was when she created an in-house training program that her creativity truly began to shine.

“I began looking at ways to develop a program that not only incorporated tools that our employees could use to give superior service, but also guidelines to help them carry them out,” says Kelly.

Kelly spearheaded a program called “We C.A.R.E” to drive home the mission of the credit union to its employees. Through four training classes, employees learn how to Communicate, Advocate, Respect, and Exceed with members and their co-workers.

“This is a great example of her creativity and ability to think outside the box at work,” says Heather Koklich, Hopewell Federal’s executive assistant and human resource generalist.

The We C.A.R.E. program has also been incorporated into Hopewell Federal’s branding.

“I wanted to take the program one step further,” Kelly says. “We are hopeful that members and potential members will see this and feel that we are focused on their financial well-being and their community. It’s really inspiring how just two little words—we care—can hold so much meaning,” Kelly says.

Kelly feels fortunate she gets to be creative every day in her career. “I try to ensure that I always bring something new and exciting to the table,” she says.
 

KEYWORDS Credit Union Rock Stars social media

Post a comment to this article

Report Abusive Comment

Credit Union Magazine: Summer 2022

Summer 2022

Credit Union Magazine’s Spring 2022 edition highlights inclusive lending, succession planning, fair lending and artificial intelligence, and the use of environmental, social, and governance (ESG) as a competitive differentiator.
Digital Edition •  Subscribe

Trending

  • CFPB issues advisory opinion on debt collection fees

  • MWCUA, NWCUA complete merger, new name coming next week

  • Voice service providers back CUNA position on call blocking codes

Tweets by CUNA_News

Polls

Do you think credit unions should offer cryptocurrency services?

View Results
More

Champion for the Credit Union Movement

Credit Union National Association is the most influential financial services trade association and 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

  • Membership
  • Contact Us
  • Careers

Resources for

  • Credit Union Advocates
  • Leagues
  • Press
  • Providers

Our Affiliates

  • American Association of Credit Union Leagues (AACUL)
  • Credit Union Awareness
  • Credit Union House
  • CUNA Strategic Services
  • National Credit Union Foundation
GET CUNA UPDATES
© 2022 Credit Union National Association | ADA Compliance Notice & Legal
Email Us