JAYRAY a communications consultancy

What's the Difference

JayRay understands the credit union system and the international operating principles that guide the movement. We help credit unions best serve their members by reaching the goals set by their boards of directors. To experience a fresh perspective and tips on living the "credit union difference," check out our blog.

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Apr. 13, 2010 at 5:15pm

The Wizard Says: Create Emotional Voltage

Posted by Kurt Jacobson in Differentiation is Key
No comments

“Engage the imagination, then take it where you will. Where the mind has repeatedly journeyed, the body will surely follow. People go only to places they have already been in their minds.” – Roy H. Williams, The Wizard of Ads. Read more

Mar. 26, 2010 at 2:25pm

Flatter your way to market share

Posted by Kurt Jacobson in Talking to Members, What We're Up To
No comments

Harvard Business Review cites research demonstrating that even “insincere” flattery can make customers more inclined to choose your brand. The research shows that given a choice, participants were more likely to choose a coupon from a store that had complimented them than from one that hadn't.

We have to assume that flattery from an ad, e-mail blast or TV commercial is “insincere” because it’s not a personal comment based on personal knowledge. So we can either get upset that insincere flattery works, which can seem so wrong, or we can use it to our advantage.

Feb. 25, 2010 at 3:46pm

4 Reasons Why Being a Boss is Not an Olympic Event

Why sports analogies are often wrong for business

Posted by Kurt Jacobson in What We're Up To
No comments

Conventional thinking can be counter-productive. We use sports analogies such as winning and losing. But in business, winning and losing aren’t absolutes, they are degrees. A particular financial institution doesn’t get 100 percent market share or 0 percent, but some degree of share. Read more

Feb. 10, 2010 at 3:05pm

Preparing for your encounters with the death panel

Posted by Kurt Jacobson in The Power of Creativity
No comments

I gave a talk to a group of university communicators who are surrounded with decision influencers who are well-intentioned, educated and opinionated… Read more

Jan. 27, 2010 at 3:16pm

Francis Bacon, marketing communicator?

Posted by Kurt Jacobson in The Power of Creativity
No comments

We think according to nature; we speak according to rules; but we act according to custom.

-- Francis Bacon

Dec. 14, 2009 at 10:11am

What will people find when they search for you on Google maps?

Five reasons to update your Google Local Business listing

Posted by Kacie McKinney in Strategic Communications
Comments (1)

You have probably already seen your listing on Google Maps (the listing that pops up when you type your CU’s name or address into Google Maps).

But did you know that Google lets businesses update the listing? (It’s free! And only took me about 20 minutes.)

Nov. 24, 2009 at 2:48pm

What's up with business lending? Eric asks a good question

Posted by Kacie McKinney in What We're Up To
No comments

Eric King, VP of business services at Delta Community Credit Union, emailed to ask me about how credit unions are growing through business services. It occurs to me that not a lot is being written about that subject, though business services should be a very big deal as banks retreat from that level of lending.

Oct. 22, 2009 at 12:44pm

Think before you bash

Posted by Kacie McKinney in Strategic Communications
No comments

Bank-bashing ads. Smart move?

Psychologist Maya Bourdeau’s How We Influence Series brings an interesting perspective. (If you’re in the Seattle area, King County Chapter of Credit Unions is hosting a webinar Oct. 27).

Sep. 23, 2009 at 3:38pm

National CU brand? Good luck!: Individual CUs must brand themselves differently–from banks and each other

Part 3

Posted by Kurt Jacobson in Strategic Communications
No comments

In two recent posts I said a national credit union branding campaign would probably not work, and that national promotions might.

Aug. 24, 2009 at 11:38am

National CU brand? Good luck!: If not a national CU brand, how about national promotions?

Part 2

Posted by Kurt Jacobson in Strategic Communications
Comments (2)

I recently said that a national CU branding campaign probably won’t work. See last post here. Those who left comments made some great points.

If a national branding campaign won’t work because a powerful differentiator will be hard to find, maybe an ongoing series of national promotional campaigns will work.

Aug. 17, 2009 at 12:18pm

National CU brand? Good luck!

Part 1

Posted by Kurt Jacobson in Strategic Communications
Comments (6)

“No Money, No Campaign-ey” is how Credit Union Journal Publisher Frank Diekmann expressed why CUNA CEO Dan Mica believes there will be no national credit union branding campaign.

Aug. 10, 2009 at 11:00am

Invest in your brand: It's now or never

Posted by Kurt Jacobson in Strategic Communications
Comments (1)

Did you participate in the Q1 2009 Financial Services Survey webinar sponsored by Interbrand and Thomson Reuters? It should give credit unions the steel spines they need to invest in their brands: it’s now or never. Credit unions need to take advantage of the fact that confidence in financial institutions is declining and make an impression about the credit union difference.

Jul. 20, 2009 at 4:46pm

Tactile tactics

Posted by Kurt Jacobson in Differentiation is Key, The Power of Creativity
No comments

One of my associates mentioned that her eye clinic has overly bright fluorescent lights in the restrooms, which can be quite painful when your eyes are dilated. Another colleague mentioned the awkward and uncomfortable chairs in the waiting room of her chiropractor’s office. These seem almost ironic and raise the question, why isn’t the patient experience a major marketing aspect for the service industry?

Jun. 29, 2009 at 9:52am

What does chronic mean?

Posted by Kurt Jacobson in Strategic Communications, Talking to Members
No comments

What does “chronic” mean? Or “20 percent chance of rain?”

It turns out that a large percentage of us—20 or 30 percent—don't understand what a 20 percent chance of rain means in a weather report. My point: Lots of people don’t understand much of what is being said to them.

Jun. 4, 2009 at 10:21am

Steal this campaign and create talk

Posted by Kurt Jacobson in Integrated Marketing, Strategic Communications, The Power of Creativity
No comments

Here is a campaign we created for an insurance company that you can steal and use anywhere except Washington state. Read more

May. 19, 2009 at 3:40pm

Spring into Wesabe

Posted by Kacie McKinney in Differentiation is Key, New Members, Strategic Communications
No comments

When I first found Wesabe, I was blown away. I had been using an Excel sheet to track my finances (okay, well I started to for about a month and then realized I was never going to take the time to actually update it). And then realized what a great tool Wesabe is—and how much I actually use it.

That’s why I was so excited to see the recent news about its partnership with Delta Community Credit Union. Wesabe has been around since 2006, but recently launched Wesabe Springboard, a tool that allows credit unions to integrate Wesabe’s management tools directly into their Web sites. And it has the potential to grab those web-savvy generations.

May. 13, 2009 at 9:15am

Lesson from the USS Nimitz: Trust your communication advisor

Posted by Kurt Jacobson in Strategic Communications, What We're Up To
No comments

Thanks to Frank Diekmann and the Credit Union Journal’s Grow Show for opening my eyes to what the private sector and credit unions can learn from the Navy.

Apr. 29, 2009 at 4:27pm

Banking on Facebook

Posted by Guest Blogger in Differentiation is Key, Strategic Communications
Comments (1)

I remember when Facebook first came out. Back when things were simple. Only college students had access to the site and member profiles consisted of a person’s name, contact information and a simple photo. Now not only is anyone eligible to create their own account, but users can access the site for a variety of tasks ranging from selling their pet goldfish to accessing their checking and savings accounts.

Apr. 24, 2009 at 10:45am

Mommy, tell me a story about finance

Posted by Kurt Jacobson in Strategic Communications
No comments

“What I love about finance—and what I love about accounting even, which is kind of embarrassing to admit is it’s another form of storytelling.” -Jacqueline Novogratz, in The McKinsey Quarterly.

Apr. 15, 2009 at 1:52pm

Bringing the message home from school

Posted by Kurt Jacobson in Choose the Right Target Audience, Strategic Communications
Comments (1)

There’s a school for credit unions that want to reach young women, encourage financial literacy and reach the next great members. It’s your neighborhood school.

Ah, but don’t people hate the idea of commercialism in schools?

Apr. 10, 2009 at 12:59pm

The sex-ed approach to overdraft protection

Posted by Kacie McKinney in Talking to Members
Comments (2)

Sex-ed and overdraft protection.

Bet you didn’t expect to see those come up together…but as I was reading a Time Magazine article yesterday, I was surprised by the similarities.

Mar. 11, 2009 at 3:58pm

Observing the truth

Posted by Kurt Jacobson in Strategic Communications
Comments (3)

In your survey I may tell you that I am highly likely to stick with my trusty printed monthly statement — and then a month later I may offer no resistance to switch my statements to electronic. I truly embrace my opinions and behavior, even when they conflict.

Feb. 17, 2009 at 10:16am

A lesson from stained glass and crosses

Posted by Kacie McKinney in New Members, Strategic Communications, The Power of Creativity
No comments

Martin Lindstrom wrote a great article in December’s Advertising Age “How Apple, Others Have Cultivated Religious Followings.”

Jan. 29, 2009 at 12:20pm

What’s killing newspapers is killing your newsletter

Posted by Kurt Jacobson in Strategic Communications, Talking to Members
Comments (1)

Advertising Age’s Simon Dumenco equates reading a newspaper to drinking a 64-ounce Big Gulp when what we really want is “the informational equivalent of a shot of espresso.” Read more

Jan. 21, 2009 at 4:27pm

Reality check! Financial stability must come with financial responsibility

Posted by Guest Blogger in Choose the Right Target Audience, New Members, Special Events, The Power of Creativity
No comments

What do coffee chats, blogs, fairs and a kick-ass college grad have to do with one another... or better yet, with credit unions?

Jan. 8, 2009 at 10:38am

Why spend so much effort researching members when we should be researching prospects?

Posted by Kurt Jacobson in Choose the Right Target Audience, New Members, Strategic Communications
No comments

I was reading Filene’s excellent new report, “The Credit Union Brand: What is it Good for?” It got to me wonder why we spend so much time and money researching what customers/members do and think when we should be spending time finding out what our best prospects do and think. Read more

Dec. 31, 2008 at 11:57am

Does social media have you overwhelmed?

Posted by Kacie McKinney in Choose the Right Target Audience, Strategic Communications, Talking to Members
Comments (2)

Don’t worry, you aren’t the only one left wondering whether your next move is to Tweet, Digg, StumbleUpon or comment.

Maybe you don’t even know what I’m talking about…but your peers are here to help.

Dec. 24, 2008 at 1:59pm

A little ambiance

Posted by Guest Blogger in New Members, Strategic Communications, Talking to Members
No comments

How do you get people to come into your branch when they can easily do their banking online?

Dec. 17, 2008 at 1:30pm

Hitting a topical mark

Posted by Guest Blogger in Differentiation is Key, Strategic Communications, What We're Up To
No comments

What does a jewelry store ad have to do with credit unions? Read on and I'll explain.

Dec. 3, 2008 at 10:04am

New branch: Stick with our “brand,” or create something unique?

Posted by Kurt Jacobson in The Power of Creativity
No comments

When do you set the standards aside and create a special look? Brand recognition increases when your ads look alike. But the effectiveness of any single ad increases when it uses every trick.

Nov. 13, 2008 at 11:21am

Seriously - Don't be so serious

Posted by Guest Blogger in Differentiation is Key, The Power of Creativity
Comments (1)

The bank ad I saw the other day went something like this: “We’re strong, safe and secure.”

It should have added “… we’re extremely dull, boring and incredibly serious.”

Nov. 3, 2008 at 4:01pm

What if…you actually went through with it?

Posted by Kacie McKinney in Differentiation is Key, Special Events, The Power of Creativity
No comments

“What if…”

The start to a question that could lead to an exciting and brilliant marketing and public relations campaign and endless possibilities…if you let it.

Oct. 16, 2008 at 1:16pm

The hipster way to finance

Posted by Kacie McKinney in Choose the Right Target Audience, Differentiation is Key
Comments (1)

What do organic carrots, Macs and The Flaming Lips have in common with credit unions?

Well, a lot actually.

Sep. 23, 2008 at 4:50pm

Shame on you

Posted by Melina Young in Strategic Communications, Talking to Members
No comments

YES CU Blog’s newest post has a link to a survey conducted by Coinstar (and posted on CUNA’s Web site) on what consumers want from their financial institution.

The survey shows people would like their financial institution’s branches to look like today’s coffee shops and retail stores, and most are happier standing in line at their financial institution than they are waiting at the post office. (Agreed. Watching the dust gather while facing the line in snail mail land is definitely one of the last places I want to be).

Sep. 9, 2008 at 5:13pm

Banking with Google

Posted by Jamie Chase in Choose the Right Target Audience, Strategic Communications, Talking to Members
Comments (1)

Sensational theory alert: A single press release acts like an advertisement in the phone book in the age of Google. Why? Consumers aren’t using the Yellow Pages like they used to. They are Google-ing.

Consumers use Google to find:

Sep. 4, 2008 at 11:14am

Do good and profit or just sit on our assets?

Posted by Kurt Jacobson in Differentiation is Key
No comments

Referring to a topic I touched on in my post Bad Times Marketing, I have found some additional support to share with you.

Organizations around the world successfully copy credit union’s principles that many of us seem to have forgotten – like making money by doing good. Let’s call it social marketing.

You may be asking yourself,

Aug. 25, 2008 at 2:32pm

Have you got the gooey blues?

Posted by Kurt Jacobson in Talking to Members, The Power of Creativity
No comments

When member satisfaction surveys rank us high for customer service, we must be doing a great job, right?

Not necessarily.

Aug. 20, 2008 at 1:10pm

Phelps philosophy can benefit credit unions

Posted by Melina Young in Increasing Assets, New Members
No comments

A few weeks ago I was reading ESPN magazine’s edition on golden child Michael Phelps.

Aug. 14, 2008 at 10:42am

Brand strength can make a difference

Posted by Guest Blogger in Differentiation is Key, Strategic Communications
No comments

What’s in a brand? Sometimes consumers immediately think of a company’s logo as being the brand. While the logo is certainly a big part of it, a brand consists of so much more. Read more

Jul. 9, 2008 at 9:11am

Las Vegas: land of lights, gambling and time shares

Posted by Melina Young in Talking to Members, The Power of Creativity
No comments

That’s right. Time shares.

My husband and I just got back from a “free” vacation to Las Vegas from a time share company. They paid for our hotel and gave us free show tickets in exchange for 90 minutes of our time.

You all know the deal. The plotting and planning with your significant other to ensure neither of you gives in to temptation and actually buys. Why do we need to conspire like that?

Jul. 2, 2008 at 9:09am

Bad times marketing

Posted by Kurt Jacobson in Differentiation is Key, Integrated Marketing
Comments (2)

Bad times creating marketing cuts? Not so fast!

The economy sucks. Organizations around the nation are saying “it’s time to cut our losses and save our marketing bucks until ‘le bon temps roule.’”

Jun. 25, 2008 at 1:16pm

Where did credit unions get their name?

Posted by Jamie Chase in Credit Union History
Comments (3)

“Throw me a Kleenex, please,” I said to Melina, blushing, holding my right hand in front of my nose to hide a tiny drip of snot, pointing to the box of tissues with my left hand. She knew that I meant I needed one of her Puffs tissues, but I didn’t say Puffs. I said, “Kleenex.”

Imagine a world where consumers said, “I’m going to my credit union” when they were actually driving to their bank, or making payments online was called “online credit unioning.”

“Credit union” - what a name. Where did it come from and how can we turn it into Kleenex?

Jun. 10, 2008 at 1:22pm

Three iPhones later Virgin Atlantic stinks of gas

Posted by Jamie Chase in Choose the Right Target Audience, Talking to Members
Comments (1)

I’m on my third iPhone. It’s a great product and I love it. (Sometimes I even sleep with it.) Even better than my romance with the product is Apple’s “in it for the long-haul” commitment to the relationship. My second and third iPhone were free. They were on-site, instant replacements.

The Apple customer service experience was great because:

Jun. 3, 2008 at 1:23pm

Don't get whipped by narrow focus

Posted by Melina Young in Strategic Communications, Talking to Members
Comments (12)

A few days ago, while eating Chinese takeout at Jamie’s house and speaking philosophically about credit unions, I remembered one of the most profound concepts I have ever heard. It came from Dr. Neill, one of my professors at the University of Washington Tacoma. I’ll never forget the point he made when we were discussing the importance of effective mission statements.

Dr. Neill asked us to think about a company in the early 1900s that sold buggy whips. If this company’s leaders could glimpse into the future, they would see the dwindling need for buggy whips and they’d potentially change their products.

May. 29, 2008 at 1:26pm

Value of a blog

Posted by Kurt Jacobson in Integrated Marketing, Strategic Communications
No comments

In the National Association of Federal Credit Union’s “TFCU Online” article author Kate Arcieri talks in great detail about credit union blogging best practices.

As a communications consultant and one of the people posting to The Credit Union Difference blog, I have been trying to estimate the value of a blog visitor and a blog commenter.

May. 21, 2008 at 12:52pm

How one credit union is making a difference

Posted by Guest Blogger in Social Responsibility, The Power of Creativity
No comments

When Mountain America Credit Union launched the Women’s Financial Services Network (WFSN) a few years ago, it was eager to make a difference. And it has. In fact, it’s making a difference in the lives of many women, specifically young women.

In a unique partnership with the Girl Scouts of Utah (GSU) and the Salt Lake Chapter of the National Association of Women Business Owners (NAWBO), the WFSN is providing one-on-one mentors for Girl Scouts going for their Gold Award.

May. 1, 2008 at 1:28pm

Credit unions need help? Don't send the Air Force - Part 2

Posted by Kurt Jacobson in Differentiation is Key, Talking to Members, The Power of Creativity
Comments (1)

My last post discussed the importance of changing old habits and bringing innovative thinking back into the credit union movement. As I discussed in that post, Robert Gates is helping The Air Force get through the same problem. Here are some other comments from the Washington Post and Gates that can be applied to credit unions:

Apr. 30, 2008 at 1:31pm

Credit unions need help? Don't send the Air Force - Part 1

Posted by Kurt Jacobson in Differentiation is Key, The Power of Creativity
No comments

Credit union membership is barely growing. In fact, it’s losing market share to banks and newer types of financial service providers such as ING. And goodness knows what Wal-Mart will do to us!

When was the last time the credit union movement launched a breakthrough, differentiating product or service? Are we dragging traditional thinking around like mules pulling a plow? Is success in our jobs a result of following the rules and carrying out the status quo?

Apr. 22, 2008 at 1:32pm

Do unto others...

Posted by Melina Young in Differentiation is Key, Talking to Members
No comments

After discussing some issues I have had buying a house, Kurt referred me to this blog post by Tim Kane about the notoriously bad behavior of title insurance companies. It got me thinking about customer service and credit unions.

I think banks are commonly being seen as gigantic institutions that care more about making money for themselves than really helping customers. No matter how many times banks tell me they put me first, it is hard to get beyond the stereotype and really believe them.

Apr. 17, 2008 at 1:33pm

Twitter's get out of jail free card

Posted by Jamie Chase in Choose the Right Target Audience, Differentiation is Key, Talking to Members, The Power of Creativity
Comments (2)

The premise behind Twitter is telling people what you’re doing. I’m new to the Twitter-sphere and still figuring out what it means to me, let alone the credit union movement.

Chris Brogan’s blog about it grabbed my attention and didn’t let go.

Apr. 15, 2008 at 2:27pm

You mean money doesn't grow on trees?

Posted by Guest Blogger in Talking to Members, The Power of Creativity
No comments

Have you walked into a high school classroom lately? It’s like you’ve stepped into another world, not just another building! The spirit, the energy, the texting – it’s contagious. Well, maybe not the texting. I still prefer face-to-face, over-the-phone or email communication. But the spirit and energy of teenagers is unmistakable.

The trick is to tap into that energy and get them to focus on positive and useful matters, like financial smarts. How do you get a bunch of smart, tech-savvy, me-me-me, now-now-now, environmentally-conscious teens with short attention spans to buy into financial literacy? (FYI, all of those adjectives came from an informal poll of my co-workers!)

Apr. 10, 2008 at 1:38pm

Did you miss the shift?

Posted by Kurt Jacobson in Choose the Right Target Audience, Elections, Talking to Members
Comments (1)

I’m a big fan of the research and consumer perspectives from The Hartman Group. Food is their specialty, but their ideas can be applied to credit unions.

For example, look at their recent comparison of traditional culture, passed down from our teachers and authorities, to the consumer culture, which bubbled up and is shaping the way younger credit union prospects receive our message. We must become aware of the differences to change with the times.

Mar. 28, 2008 at 1:44pm

Why the CU Skeptic is right

Posted by Jamie Chase in Banks Are Not Hated, Social Responsibility, Strategic Communications
Comments (4)

Last week the CU Skeptic’s blog post was smart. It was poignant and a reminder that innovation and serving consumers should be far more important to credit unions than fighting banker attacks. Thank you, Skeptic for encouraging credit unions to look to their mission for operations and marketing guidance.

A step beyond that, I encourage the CU Skeptic to hold off on revealing his identity.

Mar. 11, 2008 at 1:45pm

"What if" from the greates CU event in the world

Posted by Jamie Chase in Elections, Social Responsibility, Talking to Members, What We're Up To
Comments (5)

Kurt and I returned to JayRay yesterday from a thought-provoking week at CUNA’s Government Affairs Conference (GAC), the largest credit union event in the world. I’m relieved to share that the normal fluff and peachy rhetoric, gave way to the discussion of serious issues.

They gave us something to think about:

Mar. 4, 2008 at 1:46pm

Treat people like dogs

Posted by Kurt Jacobson in Differentiation is Key, The Power of Creativity
No comments

Do pets get better service than people?

In her health care marketing blog, my coworker Shari Campbell, says, “Bailey, our beloved Golden Retriever, needs to go to the vet for her annual exam.” She knows this because the vet reminds her when to bring Bailey in and makes a reminder phone call.

Feb. 28, 2008 at 1:47pm

There's a difference?

Posted by Melina Young in Strategic Communications, Talking to Members
Comments (8)

While doing some research last week I started thinking about the credit union difference and the Generation Y audience that credit unions are striving to convert to member-owners. I am a member of this tech-savvy generation – I’m 22 – and I can honestly say that before I started working with JayRay I was pretty fuzzy on the difference between credit unions and banks.

Keep in mind that I am a member of two different credit unions and also have some accounts with a bank that, as Mike pointed out in his recent post, my parents started for me when I was about 12.

There are two possibilities here:

Feb. 25, 2008 at 1:49pm

"You cannot bore people into buying your product"

Posted by Kurt Jacobson in Talking to Members, The Power of Creativity
No comments

That is a quote from David Ogilvy, founder & former CEO, Ogilvy and Mather Worldwide (Ogilvy).

The same idea also appeared in The American Advertising Federation’s e-newsletter called SmartBrief.

A credit union talking to a target audience is not the most effective form of advertising – it’s a conversation with a good friend. Your friends are witty, opinionated, smart, happy or unhappy, warm and inconsistent. You love them for all they are. And they reciprocate.

So why can’t your ads be a conversation between perfectly imperfect friends?

Feb. 19, 2008 at 1:00pm

The young and the relevant

Posted by Guest Blogger in New Members, Talking to Members
Comments (1)

The words “credit” and “union” aren’t very appealing by themselves, but when you put them together, well, they don’t get any better. This may just be the view of someone my age – I’m 26. But aren’t most credit unions in the country trying to target the under-30 demographic?

The average age of the credit union member is increasing and is somewhere in the late 40s right now. If this number keeps rising the future of credit unions begins to look bleak. Credit unions across the country know this, so last year Filene Research Institute put together a group of 30 people in the credit union industry under age 30 to help address the problem. I was lucky enough to be picked to participate.

Feb. 1, 2008 at 1:51pm

Ohio Zenith or bust!

Posted by Jamie Chase in What We're Up To
No comments

Hello Expedia.com, Kurt and I are busy buying tickets for a few JayRay road trips. OK, Melina bought them for us.

First stop, CUNA’s GAC next month; followed immediately by a trip to the Ohio Credit Union System. Our friends Josh Reams and Becky Hart invited us to speak at their fabulous Zenith 08 Convention. The inside scoop on Ohio’s CU trade association: The big boss, Paul Mercer, runs an organization committed to the roots of the movement. It would be hard not to with Bill Herring, son of Louise McCarren Herring, on your board of directors. Bill joked about this when he spoke to the Island Wood inaugural class of Credit Union Development Educators. Bill’s mom is considered one of the pioneers of the credit union movement in the United States and is responsible for establishing more than 500 credit unions throughout the nation.

Jan. 24, 2008 at 1:52pm

Nobel Peace Prize winner Muhammad Yunus to start U.S. credit union

Posted by Jamie Chase in Banks Are Not Hated, Social Responsibility
Comments (2)

Professor Muhammad Yunus, winner of the 2006 Nobel Peace Prize shared big news for credit unions. He is looking at starting a credit union in the United States.

This was in response to my question to him during his recent visit to Seattle, “what lessons does he have to share with credit unions?”

Jan. 2, 2008 at 1:53pm

When the right message is received by the wrong audience

Posted by Jamie Chase in Choose the Right Target Audience
No comments

Telling members you shouldn’t be taxed will not attract them to the credit union. Unfortunately, this message often appears on the “What is a credit union?” page. Who is the most likely person to visit this page? Someone learning about a credit union for the first time. This space is prime message area for educating that consumers about the benefits of joining a credit union.

Along those lines, there are many good lessons from our trade associations. CUNA has expert staff dedicated to identifying messages legislators need to hear to understand credit unions. CUNA also changes its message to consumers from its message to legislators and trade associations. Let’s use the Little Guy campaign as an example. That message is for legislators, not consumers.

Dec. 31, 2007 at 1:54pm

What is PR and why does it matter to credit unions?

Posted by Jamie Chase in Choose the Right Target Audience, Elections, Strategic Communications, Talking to Members
No comments

Confusion about public relations is universal. It’s not just spinning a story, getting ink or creating hype - that theory is pretty far removed from credit union ideals and the mission of the movement.

PRSA has a lengthy definition of public relations. The basic point is that PR helps facilitate a rewarding relationship between an organization and its audience.

Dec. 28, 2007 at 1:55pm

Go back to your big ideal

Posted by Kurt Jacobson in Differentiation is Key, Social Responsibility
No comments

It’s true, a company that stands for a “big ideal” will get more business than those that don’t.

According to Jonah Bloom, a columnist from Advertising Age, research by Cone Communications proves it. Eighty-seven percent of people say they will switch from one brand to a comparable one based on its association with a good cause.

What is your good cause and how will prospects know about it? Sixty-six percent consider a company’s position on social issues when deciding to buy its stock. Do your prospects know they become stockholders when they join your credit union? Do they know what cause you stand for?

Dec. 27, 2007 at 1:56pm

Dick Ensweiler and I love credit unions

Posted by Jamie Chase in Differentiation is Key, Elections, Talking to Members
No comments

Here’s a theory I’m pondering. Would you agree that people have more difficulty understanding what they haven’t experienced? I am much more likely to learn something if I do it. For example, I’m more likely to remember how to get to a new restaurant if I’m in the driver’s seat, paying attention to each turn, rather than simply enjoying the ride as a passenger.

Maybe this explains why Dick Ensweiler and I so passionately love credit unions while consumers aren’t that jazzed.

Dec. 14, 2007 at 1:57pm

A handup not a handout

Posted by Jamie Chase in Elections, Social Responsibility
No comments

Britney and Madonna may glean all the tabloid headlines, but let me tell you Dora Maxwell and Louise Herring rock!

I’m sure being named the “Mother of Credit Unions” had something to do with Herring chartering hundreds of financial cooperatives. To put that into perspective, only one new credit union was chartered in Washington state during the last 12 years. Moment of honesty - I idolize these women and get the same mushy, heartfelt pang thinking about their legacy that hits me when missing my grandma Jeanne. Grandma still volunteers in Zoar, Ohio, the historic cooperative village where I grew up. My desire to work for cooperatives likely comes from wanting to grow up to be like her.

Dec. 1, 2007 at 1:58pm

Banks aren't hated

Posted by Kurt Jacobson in Banks Are Not Hated
Comments (1)

Credit unions tend to assume they provide better customer service than banks. And in the Seattle market, banks attack other “bigger” banks (Washington Mutual, Columbia and Home Street are three that come immediately to mind).

However, recent research from Quirks entitled “Investing in Advocacy” says nearly 65 percent of U.S. consumers are advocates of their bank (”advocates” are customers in the top box for both willingness to recommend and intent to open additional accounts).” In addition, “a full 88 percent have told someone something positive about their bank.” The article does not measure credit unions.

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