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
  • Jobs
  • Contact

News

Home » Expanding your impact
Marketing

Expanding your impact

Cynthia Colón carries ‘people helping people’ mantra into GTE Financial’s multicultural program.

December 19, 2022
Brock Fritz
No Comments
Cynthia Colon
GTE Financial Assistant Vice President of Multicultural Inclusion Strategy Cynthia Colon.

Cynthia Colón received the 2022 Marketing Professional of the Year Award from the CUNA Marketing & Business Development Council.

She started at GTE Financial as a communications specialist and is now assistant vice president of multicultural inclusion strategy at the $2.7 billion asset credit union in Tampa, Fla.

She spoke with CUNA News about GTE Financial’s multicultural program, the importance of providing resources for Spanish-speaking members, and career advice for aspiring communications professionals.

CUNA News: How has your role evolved at GTE Financial?

Cynthia Colón: I started at GTE by leading the credit union’s communications and public relations efforts and now I have taken a lead role in developing and strategizing the credit union’s diversity, equity, and inclusion (DEI) and multicultural programs. Today, I serve as the assistant vice president of multicultural inclusion strategy and manage a team that works together to support our Hispanic and multicultural marketing efforts.

GTE’s multicultural program started from scratch six years ago. The credit union did not have a plan that would specifically target the Hispanic market; nor did it have any of its marketing materials, products, or services available in Spanish. When I first started my career with GTE, I saw the need for a strategic plan that would get us closer to working hand in hand with the Hispanic community.

After extensive research, meetings with other credit unions and leadership, our multicultural initiative was given the green light and "diversity" and "inclusion" were formally approved by the board of directors in GTE strategic guidance. I quickly got started translating brochures, flyers, and posters, and sponsoring events that directly targeted the Hispanic market.

Our chief executive officer and president, Brian Best, was the first to advocate for better resources for our Spanish-speaking members—without his belief in serving a vibrant Latino membership and community, GTE would be vastly different. We now serve 41,261 Hispanic members (18.5% of total membership) and 183 Latino employees (36% of our total workforce) in a high-growth Hispanic community comprising 26% of the Tampa population. 

As the multicultural program grew, more enterprise projects were built. This was a significant indicator of the longevity that the program would have with GTE for years to come. 

It is amazing how much we have been able to accomplish and the positive influence we’ve had. Many of our campaigns and marketing strategies throughout the years have not been dependent on a large budget. We have planted seeds all throughout our community, and we are truly seeing the impact.

Q: How would you describe multicultural inclusion?

A: To me, multicultural inclusion means the ability to market to a community that is underserved and unbanked, and to bring new opportunities and bilingual services to our current membership and those we bring on through our efforts.

Being able to understand your own finances and not depend on others to translate is an incredible feeling.

Q: What excites you most about your work at GTE Financial?

A: What excites me most is the support and encouragement I get when presenting a new idea. We are not afraid to try things we know will help our membership.

With any new project, buy-in from the executive team is key. I have been fortunate that our executive team, led by our CEO, is open-minded and appreciates new and innovative ideas.

It has been exciting to build our multicultural team for six years and to see where it is today.

Q: What's your proudest accomplishment at GTE Financial?

A: It feels phenomenal to start something from scratch and see what you have built flourish. To see the multicultural program at GTE flourish has been the highlight of my career.

I strongly believe in the credit union philosophy of “people helping people.” Being able to offer someone the possibility of financial freedom is wonderful, especially if it is in their own language.

Many of our members come from other countries and do not understand the credit system or buying process. But they know they can come to the credit union and get information in their preferred language.

Using our innovative technology to reach more people through marketing and digital channels is a true accomplishment.

Q: What career advice would you offer others in your position?

A: Don’t keep ideas that will help your organization or membership to yourself. Share them with your supervisor or someone you know will work with you to develop the idea.

Don’t be afraid. It may not happen right away, but it will eventually.

Q: What do you like to do outside of work?

A: I love music and traveling. My family is in New York, so I go often to visit them.

KEYWORDS communication CUNA MBD Council marketing

Post a comment to this article

Report Abusive Comment

Credit Union Magazine: Winter 2022

Winter 2022

Credit Union Magazine’s Winter 2022 issue highlights data-driven marketing, the board’s role in cybersecurity, elder abuse scams, credit unions’ auto lending advantage, and more.
Digital Edition •  Subscribe

Trending

  • House passes CUNA, League-led board modernization bill

  • Reps introduce bipartisan Credit Union Board Modernization Act

  • What workers want

Tweets by CUNA_News

Polls

Vote for the 2023 CU Hero of the Year

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
© 2023 Credit Union National Association | ADA Compliance Notice & Legal
Email Us