Marketing Ratios, Metrics, And Campaigns

Five can't-miss data points featured this week on CreditUnions.com.

 
 

12

Over the years, CreditUnions.com has published a series of popular articles on key ratios various credit union players should know. Benchmarking performance relative to other credit unions and community banks helps educate personnel about their credit union’s business model and helps managers advance projects. Comparing credit unions with similar business models, membership demographics, or geographic range lends credence to new marketing programs and helps measure success. 

Use "12 Ratios Every Marketing Manager Should Know," to evaluate credit union marketing spend to bridge the gap between macro trends and micro performance.

45%

Each year Partners Federal Credit Union runs between six and eight integrated marketing campaigns. These campaigns support its sole sponsor, the Walt Disney Company, in some way, shape, or form and are primarily property driven. 

For example, a recent promotion offered members who used their Partners FCU credit card a chance to win a stay at the Disney resort Aulani. During this campaign,  credit card applications increased 45%.

To learn more about the various integrated campaigns the credit union runs, check out "How Partners FCU Markets What Its Members Want."

$13.30

Marketing expense per member is on the rise at U.S. credit unions. This metric has shown positive gains since its low of $9.95 in the third quarter of 2009. Since then, marketing expense per member has increased by 33.7% and $3.35.

To see how credit unions are ramping up marketing efforts and reaping the benefits, check out "More Marketing. More Members. More Market Share."

6%

In December, TimeTrade, a provider of appointment-driven personalization, released the results of its 2016 Credit Union Consumer Survey. In it, more than 1,000 members answered questions about their experience with their credit union.

Although the survey found rates were a primary reason respondents joined credit unions, it's the personalized service credit unions offer that keeps members around and engaged. 43% of respondents said they visited their credit union more than 10 times in the past year, while 30% and 21% said they visited more than five and less than five times, respectively. Only 6% said they did not visit their credit union at all in the past year. 

To see what else the survey results say about the member experience, read "How Members Really Feel About Credit Union Service."

Four

That's the number of real-life comments from review sites from which Callahan has identified lessons to inform credit union strategies, policies, and practices. Comments and lessons range from building employee morale to encouraging positive financial habits.

Check out "Consumer Sentiments And Employee Insights" to see the lessons and comments.

Happy Reading!

 

 
 

Jan. 9, 2017


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