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
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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.

“Spin” and “hype” are the last words I want associated with any credit union strategy. What I am talking about here is public relations practiced with a true understanding of the stakeholders you are addressing and the impact of your message. How can you apply this immediately?

An easy way to apply this idea to any marketing or board priority is to identify who can help you be successful on the project, then determine what information they need to support you. Write a list of the different audiences and create unique messages for each group. For example, when you are communicating about a merger, your staff needs to know their jobs won’t be in jeopardy to support your success. Your members need to hear a message that addresses their concerns. Asking “What’s in it for them?” will help you choose the right messages.

Professionals will urge you to start with research of member attitudes while your board makes important decisions. That philosophy is definitely in line with the credit union mission and it doesn’t need to be expensive.

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