by: Randy Schultz, VP Marketing, Weber Marketing Group
I’ve spent a great deal of time traveling across the country in credit union land the past few months – talking to credit unions from the Caribbean to Canada, across the Midwest and all points between who do a fabulous job of doing what credit unions do best – building relationships with people.
As I’ve listened, taken notes and absorbed what I’ve seen and heard, I continue to reflect back to when I was a much younger guy (some of you may even remember that) in the industry and what has, and hasn’t changed. From a marketing standpoint – wow. The exuberance and challenges held by a handful of us back in the 80’s and 90’s – that we were going to make a difference and break our credit unions out of the box in the process, has now been echoed by an infinite number of brash, young, smart marketers across the country who ARE making that difference. And what a great thing it is to see.
Talking to CEO’s, COO’s and even some Board members – they are seeing that same shift in what we’ve all been working to validate for many years. They acknowledge that marketing needs a seat at the big table. They acknowledge that marketing is the key (yes…the key) to the success of many for their overall strategic goals that continue to move their credit union forward. And, they acknowledge that more marketers are seeking to grab the reins of “their” jobs someday. Kudos to all who have recognized this shift. And the same to all those who are making it happen.
As for the future? I can only hope we keep pushing and challenging ourselves to make the changes that result in wallet share growth and member advocacy. To look for better ways to serve our members and the communities we live in…not for better ways to serve ourselves. That we continue to recognize that the potential for us to do great things is where this industry has the potential to succeed.
Where is the future taking us? Somewhere bright?
Having worked as a marketing vice president, advertising agency principal and creative director has kept Randy Schultz uniquely focused on creating leading edge solutions within the credit union industry. Along with his work leading renaming and rebranding projects at Weber, he also acts as a mentor and advocate to other marketing professionals also looking to make their own mark at their credit union and in the lives of consumers.
His interactive presentation style with conference and workshop attendees continues to make him a sought-after speaker for organizations like CUES, CUNA, Marketing Assoc. of Credit Unions (MAC), the Caribbean Confederation of Credit Unions and numerous councils from coast to coast. His free time is spent volunteering with a local Australian Shepherd rescue organization – and owns three miniature aussie’s of his own, as well as finding a deep satisfaction in his work with downs syndrome and other special needs teenagers.
Randy can always be reached at email@example.com, or by calling 206-826-0322. www.webermarketing.com