The Need
The banking landscape is difficult, and Georgia credit unions needed a way to stand out in a competitive financial landscape. While working at an Atlanta PR agency, Todd led a cross-functional team that grew credit union membership across Georgia.
A strategic approach was put in place to elevate their visibility and position them as a trusted alternative to traditional banks, one that combined data, thought leadership and consumer-focused content.
The Approach
Todd devised a statewide consumer survey to stand at the heart of the effort. The survey accomplished two goals.
First, it would provide insights into members’ spending habits, economic perceptions, and future financial plans, which credit union officials could use to promote credit unions, help individual members tailor their efforts and give lobbyists data they could share with lawmakers as part of their conversations centered on legislation. It also positioned stakeholders and board members as thought leaders and gave them the desired visibility.
Through a mix of thought leadership bylines, traditional media placements and launching new channels, including social media and a consumer-facing blog, credit unions positioned themselves as more than an alternative to banks; they were increasingly seen as consumer advocates and a go-to source for information about Georgia consumers’ mindsets.
The Result
The results spoke for themselves. Credit unions saw significant membership growth — 2.3% in the first year, 3.3% the following year, and 2.3% in the third year.