Five reasons your credit union marketing must target an ideal member persona

If the internet quote is true, Confucius once said, “The man who chases two rabbits, catches neither.” The same is true for the credit union that chases too many ideal members. You will catch none of them.

I didn’t have to go looking for national data to back up my theory. I only had to look at Your Marketing Co.’s list of credit union marketing and strategic planning clients. Our five credit unions with the most successful track record—member and loan growth along with ROA dating back to 2017—all have focused on a very specific ideal member.

I’m often asked, “How are your credit union marketing clients achieving that success?”

One answer surfaces: Honing your ideal member. I’ve consolidated the copious list into five benefits I can share with you if your credit union is stuck and looking to grow.


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