Feb. 10, 2010 at 3:05pm

Preparing for your encounters with the death panel

Posted by Kurt Jacobson in The Power of Creativity
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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

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Jan. 27, 2010 at 3:16pm

Francis Bacon, marketing communicator?

Posted by Kurt Jacobson in The Power of Creativity
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We think according to nature; we speak according to rules; but we act according to custom.

-- Francis Bacon

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Jul. 20, 2009 at 4:46pm

Tactile tactics

Posted by Kurt Jacobson in Differentiation is Key, The Power of Creativity
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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?

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

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

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

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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
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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.

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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.”

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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
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“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.

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Aug. 25, 2008 at 2:32pm

Have you got the gooey blues?

Posted by Kurt Jacobson in Talking to Members, The Power of Creativity
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When member satisfaction surveys rank us high for customer service, we must be doing a great job, right?

Not necessarily.

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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
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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?

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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
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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.

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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:

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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
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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?

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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.

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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
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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!)

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Mar. 4, 2008 at 1:46pm

Treat people like dogs

Posted by Kurt Jacobson in Differentiation is Key, The Power of Creativity
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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.

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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
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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?

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