Pilot, test, and assess: How marketing drives growth at Hudson Valley Credit Union

A marketing roadmap guides product promotion, development, and execution at the New York cooperative.

For the past three years, Hudson Valley Credit Union ($6.1B, Poughkeepsie, NY) has relied on six-month road maps to execute marketing campaigns that drive demand for products and services.

“They help us build multi-layered campaigns to drive sustained growth using all the tools we have at our disposal, including digital, social, email and content marketing, product enhancements, special pricing, and public relations,” says Kelly Outwater, the assistant vice president of marketing and digital strategies who has been on the marketing team since 1999.

According to Outwater, the credit union creates the maps several months in advance to provide sufficient time to gain buy-in from internal stakeholders and build the campaigns.

“During a typical year, we’re building continuums for the first half of the upcoming year in October and by April are creating plans for the second half of the year,” Outwater says.


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