CU Volunteers Brighten Center’s Future

Los Angeles-area school for blind children receives a marketing makeover.

October 1, 2013

With the assistance of some gracious credit union volunteers, the Blind Children’s Learning Center (BCLC) in Santa Ana, Calif., implemented a new strategic marketing plan to expand its reach.

At the CUNA Marketing & Business Development Council Conference in Anaheim this spring, several attendees participated in The Apprentice Workshop, which lends expertise to a not-for-profit organization in a local community where the conference is held.

Bright Visions Early Learning Center“It’s a rewarding experience for the participants as they work closely with—and glean from—their counterparts from across the country, challenge traditional thinking by working in a non-credit union space, and make a positive impact to help others,” says Michelle Hunter, senior vice president of marketing and development at $723 million asset Credit Union of Southern California in Whittier, and former chair of the CUNA Marketing & Business Development Council.

Two teams reviewed a case study about BCLC, toured the facility, and developed and presented a strategic marketing plan for judges from the organization—all in the same day.

Their goal: Increase enrollment of sighted children by emphasizing the benefits of BCLC’s Early Childhood Center, where they learn alongside visually impaired children.

At credit union volunteers’ suggestion, this summer BCLC rechristened the program the Bright Visions Early Childhood Center, and introduced a new logo and website.

“What an awesome experience!” says Amber Scott, vice president of marketing at $504 million asset 1st MidAmerica Credit Union in Bethalto, Ill. “It’s professionally fulfilling to be able to contribute our time and talents to other organizations that are making a difference, too.”