How to Create a
Marketing Plan that
Matters in 2014
Presented by Owen Fuller, Fit Marketing
#ucua @owenfuller
Introduction
Owen Fuller
Child #11
Alaska Grown
President at Fit Marketing
“Credit unions that invest more
marketing dollars per member see
larger membership growth, asset
growth and loan growth.”
thefinancialbrand.com
“Nearly half of all bank and credit
union marketers admit they struggle
to quantify the results of their efforts,
and two-thirds say they need to be
doing a better job quantifying
marketing ROI.”
cuinsight.com
Our Challenge
Create a meaningful marketing plan that guides
your efforts in 2014
Before you start
• Make sure it aligns with the your purpose (why do you exist outside
of making money), core values and big hairy audacious goals
• Make sure it aligns with your business strategy for 2014
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Broad aspirations & concrete goals
Where you play & where you don’t
How you win
Capabilities
Management systems
• Think 70-20-10
For more info see: Five Questions of Strategy & jimcollins.com
Components for your Marketing Plan
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Brand Style Guide
Branding Signals
Objectives
Buyer Personas
Positioning
Action Plan & Editorial Calendar
Measurement
Brand Style Guide
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Name variations
Fonts
Colors
Logo variations
Taglines
Tone
Commonly used phrases
Brand essence
Brand Signals
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Branding is the art of creating the signals that generate the feelings of your
brand essence.
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Your customers’ brand experiences occur at each touchpoint, no matter
how small
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To improve your branding, consider:
– each environment where you can convey a signal
– what signal you are currently sending in each environment
– what you can change to send the right signal
Objectives
• Start with why
• Begin with the end in mind
• Define what a successful outcome will look
like and how it will be measured
• SMART
Buyer Personas
• Background/demographics
• Goals
• Problems
• How to help
• What that help means to her
• Real quotes
• What role do you play in
her story?
Focus on selling to members first
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Single-service members
Declining balances
Profit analysis
New members
Overcoming the Monster
Rags to Riches
The Quest
Voyage &
Return
Comedy
Tragedy
Rebirth
Positioning
• Differentiate or die
– Hours
– Leader in mobile banking
– Best place for families to bank
• Price on purpose
• Not “full-service” or “member-first”
Action Plan & Editorial Calendar
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Brainstorm 50-100 problems for each persona
Create an inventory of existing content (repurpose
your best content regularly)
Identify each channel were you can connect with
your key buyer personas
Create an editorial calendar
– Types of content (direct mail, blog posts, videos,
premium content, online magazines, social
posts. etc)
– Targeted persona(s) & story archetype
– Map to stage of the buying cycle (attention,
interest, desire, action, loyalty)
– Consider seasonal promotions, data from MCIF
– Goals (2-3 KPIs) to measure each initiative
Measurement
• Leading KPIs
• Lagging KPIs
• Use the NPS to see how you are doing
– “On a scale of 0-10, how likely are you to refer a
friend or colleague to __”
– Why?
How to Create a
Marketing Plan that
Matters in 2014
Presented by Owen Fuller, Fit Marketing
#ucua @owenfuller