Community Credit Unions must be Creative in Marketing

WILLIAMSBURG, Va.-Changing from a single sponsor to a community charter can be a culture shock for marketing execs. The credit union’s marketing budget has to stretch even further. At NACCU’s Annual Conference, Georgia Federal Credit Union Vice President of Marketing Kim Wall offered several creative solutions for a tight marketing budget. Georgia Federal has entered floats in local St. Patrick’s Day and Christmas Parades, and won, which gave the credit union great local exposure on television and in newspapers, Wall said. The credit union also participates in a Speakers Bureau, which gets very popular around career day at the local schools. Wall said Georgia Federal also sponsors $5,000 worth of scholarships. While public events and sponsorships cost Georgia Federal $13,500 this year out of a $70,000 budget, they are well worth it because it gives the credit union equal exposure with the big boys, like Bank of America, Wall said. The credit union was also able to get radio spots in an underserved area of their community for $4 a piece and spend $350 a month on these. Georgia Federal also spends $375 a month on a billboard. “Do not be afraid to shamelessly self-promote yourself,” Wall advised. [email protected]