SEG Marketing: Create A Detailed Plan For Each Sponsor Company
by Stephanie Schwenn Sebrin
$586 million/70,000-member Member One Federal Credit Union, Roanoke, Va., has a detailed marketing plan for each of its select employer groups.
“Without a formal written plan, you set yourself up for failure,” says CUES member Mark Hudzik, chief development officer.
To build a successful SEG marketing plan, Hudzik suggests you:
- Develop a written strategy and goals for each SEG.
- Give true value to the companies you serve.
- Look at the lives of the people you serve–their demographics, struggles, wants and needs.
- Look at each SEG event as a separate strategy.
- Track your success with a formal onboarding program or, at the very least, with an Excel spreadsheet.
- Do immediate outreach: Follow up with employees via phone calls and thank-you cards; cross-sell products in that critical, first 90-day window.
- Have a branch presence at the SEGs you serve.
