Summary
Credit union marketing departments have realized that the same outreach techniques that they employ to persuade external customers apply equally well to employees. The key methods for encouraging members to join, buy a CD or take out a mortgage can also motivate employees. When it is fun to do so, staffers may make an extra effort to understand the corporate mission, policies, business goals and new programs. Like Dominion CU with its Botman character, $138 million First American Credit Union in Beloit, WI, personified its motivational staff program. $1 billion Citadel Federal Credit Union in Thorndale, PA, followed its own "let's put on a show" strategy when it held the aptly named Citadelpalooza, a precedent-setting extravaganza to explain how the results of a recent marketing research project would influence the way the CU would position itself in its market going forward. Watermark CU's "EPIC" plan was designed by employees and is supported by the board of directors.
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Extract
Fun Factor
Credit union marketing departments have realized that the same outreach techniques that they employ to persuade external customers apply equally well to employees. The key methods for encouraging members to join, buy a CD or take out a mortgage can also motivate employees. When it's fun to do so, staffers may make an extra effort to understand the corporate mission, policies, business goals and new programs. The net result of such efforts can be greater job satisfaction and performance and, undoubtedly, staff retention.
Adding a fun factor can make employees better marketing tools, says Natalie Baker, CME, VP/marketing at $130 million Dominion Credit Union (www...See the full content of this document
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