Amber Callahan who leads marketing for 1st Advantage Credit Union joins Dan Marks how a data driven foundation for marketing leads to brand growth as well as product growth. Some of the points we highlight in this episode are:
What growth has been like recently at 1st Advantage
1st Advantage’s marketing strategy
How the 70-year legacy of community involvement builds the brand
Using data and analytics as a strong foundation for the entire marketing plan
Rilla Delorier, who sits on multiple bank and fintech boards, joins Dan Marks on this episode to discuss how banks can ensure innovation gets the proper attention at the board and management level.
Innovation from the perspective of a bank executive vs a bank board member
How Rilla filters and prioritizes key information
Understanding the customer perspective to inform strategy
The importance of having people from different perspectives to spark inspiration
Key innovation areas of opportunity for community banks
Avoiding the ‘twin traps’ of being too aggressive and too massive on a transformation program as opposed to not doing enough
3 key lessons learned by Rilla that would be helpful for bank management
Tim Keith and Dan Marks discuss how smart banks and credit unions are able to apply practical analysis to create a data driven strategy that results in reaching funding goals and relationship growth goals at a lower total cost than other alternatives.
Macro trends from across peer banks and credit unions
Similarities and differences from prior rate cycles going back to the 1970s
Differences between relationship and prospect driven approaches
Janelle Herrera, the head of Marketing and Business Development at OnTap Credit Union talks with Dan Marks about OnTap’s unique mission tied to their roots and it focuses the growth strategy. Dive into the history at the bottom of the bottle on this fascinating Podcast episode of Top Quartile.
How OnTap Credit Union was founded
What exactly is ‘beer culture,’ and how it relates to the credit union’s roots
Where Janelle prioritizes the growth strategy
Leveraging data analytics to inform strategy
Engaging the community in unique ways
Best practices at OnTap Credit Union
Words of advice that Janelle would give to her younger self
Gentry Moyes, Head of Paid Media at Mountain America Credit Union, goes behind the scenes with Dan Marks to unpack the who, what, and why of the MACCEE award winning campaign that Mountain America recently wrapped up that used influencers to authentically promote the, ‘My Style,’ checking product.
Gentry’s background and current role at Mountain America Credit Union
What growth has been like recently at Mountain America Credit Union
Winning the MACCEE award at the premier Marketing Association of Credit Unions MAC event
How the campaign came together
The spark of inspiration based on mountains of analysis
Going behind impressions to track the impact of the campaign on actual sales results
What is next for his award-winning campaign
Key lessons learned on managing the full campaign lifecycle from idea to tracking
