Advisory Services

Marketing Resources: From Member Experience Assessment to Media Advertising

Financial Marketing Group (FMG) began as a subsidiary of the Alabama Credit Union League in Birmingham, Alabama more than 25 year ago. Today, FMG is a nationwide marketing solutions resource specializing in community chartered credit unions.

PRODUCT DESCRIPTIONS

Member Experience Assessment

The Member Experience Assessment is a consultative program that:

• helps credit unions determine if their members are truly experiencing the brand they are promised;
• looks at the competitive market and determines if the existing value proposition will help the credit union grow;
• provides a presentation of marketing and advertising plans designed around specific growth objectives.

The components of the Member Experience Assessment include:

• Touchpoint Branding Analysis
• Strategic Viability Analysis
• Ascertainment of Certain Marketing Activity
• Credit Union Dialogue Session
• Development of Marketing & Media Strategy

Growth Management

The components of Growth Management include:

• Implementation of Marketing & Media Plans
• Ongoing market challenge and opportunity assessment
• Budget management & supervision
• Measurement of progress toward growth goals
• Continually identify gaps between member experience and brand
• Guide execution of consistent brand delivery (prevent future gaps)
• Change management consultation
• Manage and develop product packaging
• Coordinate internal promotion triggers
• Pursue press coverage and oversee public/media relations
• Command “guerilla marketing” forces

Brand Development & Training

The components of Brand Development and Training include:

• Internal & External Brand Analysis
• Develop Brand Identity
• ½ Day Executive Brand Training (train the trainer method)

Supplementals

FMG also offers the following products and services on a stand alone basis:

• Website Consultation and Design
• Plan to Grow Session
• Focus Group Development and Moderation
• Campaign Development and Advertising

EXPERIENCE

Corinne Hodges, Director
Prior to joining FMG, Corinne worked in the credit union movement as a Credit Union Development Specialist with the Alabama Credit Union League. In 2005 she joined FMG as a Senior Account Executive and has since taken on the role as director. Corinne manages the day to day tasks for FMG including business development, strategic partner relations, credit union marketing projects, coordination of media buys and insertion, implementation of internet marketing programs and brings credit unions together with various strategic business solutions. Corinne’s leadership combined with the other talented staff at FMG provides the expertise necessary to achieve marketing success for credit unions.

For more information contact Stacey Norland or call 800-356-9655, ext. 4317.

ADDITIONAL RESOURCES

• Branding Community Charter Credit Unions - Asking and answering the seven big questions
• Discovering Your True Identity

Fill out an Online Information Request

Testimonial

“The marketing strategy for positioning your credit union as a community chartered is quite different in comparison to operating in a SEG-based environment. FMG has been very instrumental in helping our credit union map our strategic objectives. Our challenge – how to effectively convey our unique value proposition as a credit union to a seven-county marketplace with a population of over 1 million. At the onset of our relationship, FMG sat down with senior management to evaluate our philosophy, policies and operational methodology. Using the information gained during this analysis, they were able to craft a comprehensive, but cost-effective, marketing plan that exactly met our needs. FMG’s “hands-on” approach works very well with our credit union’s administration. We are very pleased with the results from our initial campaigns.”

Joe McGee, President and CEO
University Federal Credit Union

Click here to visit the FMG web site.

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