0:00 – 2:24 Why Focus On SEGs?: Mark Decello of KEMBA Financial Credit Union discusses how KEMBA’s 33% retention rate of SEG members is a justification for reaching out to more SEGs.
2:24 – 6:01 The Value Of A Defined Metric: Decello discusses how narrowing in on the right metrics can help identify where credit unions can achieve higher profitability while still providing beneficial products to members.
6:01 – 10:21 What Metrics To Track: Decello covers how metrics such as SEG demographics and business development officer efficiency plays a key role in deciding what’s most profitable.
10:21 – 13:53 What To Do With All The Info: According to Decello, when a credit union understands its audience, finding the right SEG won’t be too difficult. And once the SEG has signed on, targeted and consistent marketing will lead to better results.
13:53 – 15:55 Q&A: Decello provides an example of changing marketing strategies in order to maximize effect.