Leaders in Lending | Ep. 69: Boosting results for credit unions with holistic digital marketing

Digital advertising is a given for any business in the world today, but how can credit unions connect the right products to their existing members and grow their member base?

Today’s guest Michael Hostetler, VP of Marketing at Crane Credit Union, shares how his credit union leverages data to thoughtfully market relevant products to members.

Using an entrepreneurial mindset to increase credit union member growth and engagement

Loans have always been a necessary part of any large purchase — some subsequent step that, historically, hasn’t been given much thought on its own. No one comes into a financial institution with the goal of securing a mortgage without a house in tow.

Why then, are institutions like Crane Credit Union marketing loans? According to Michael, loan marketing was born of necessity. As more people received their COVID-19 pandemic stimulus checks, the credit union received more deposits than ever before — shifting from an average loan-to-share ratio of 90 percent down to 70 percent.


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