CUNA Council white paper offers blueprint for digital advertising

October 5, 2015

MADISON, Wis. (10/5/15)--The CUNA Marketing and Business Development Council released a new white paper recently to offer credit unions advice on how to ramp up their digital marketing efforts.

“Developing a Digital Advertising Strategy” discusses the tools and strategies credit unions can employ to really make a splash in the digital space.

The tools and strategies include:

  • Drafting a written plan or blueprint;
  • Developing messages for the digital audience;
  • Integrating digital channels into the credit union’s primary marketing strategy;
  • Creating impactful content;
  • Understanding the variety of digital channels available; and
  • Building a budget for digital.

The paper offers case studies illustrating how credit unions have successfully employed digital advertising strategies.

For example, it describes how Alliance CU, Rochester, Minn., differentiated itself in a market heavily saturated with a variety of financial institutions through digital advertising.

With members visiting into branches far less frequently, Lisett Comai-Legrand, the credit union’s assistance vice president of operations, said that Alliance’s digital strategy was important because that’s where members now make contact with the credit union.

Furthermore, the digital strategy allows the credit union to reach members at a higher rate and at a cheaper cost.

“(But) it is not only the most cost-effective form of advertising,” Comai-Legrand said, “It is the most measurable.”

CUNA Council members qualify for complimentary copies of the paper, in addition more than 300 other papers offered by CUNA Councils.