5 point checklist to roll out a marketing campaign
Do you have a new credit union marketing campaign ready to roll? Perhaps it's the same campaign you run every year like clockwork or a new initiative you finally get to try. But wait! There are 5 key areas that need special attention for a smooth launch and more impactful campaign.
Let your staff know! Fill them in. Give your staff the details needed to understand the entire promotion and include talking points to assist them. Let them know in advance so they can offer you feedback. Your front line staff will be the first to tell you if your call to action is not feasible. Welcome their input! It’s a team effort, and staff will need to know the answers before members ask.
Identify your target. It’s not likely your entire membership will be equally interested in all of your products or campaigns. Select your target member and shape each campaign to meet their specific needs.
Design your campaign to solve member pains. Members will respond to solutions to their problems. Make your headline solve a member's pain and appeal to their needs.
“Take the stress out of buying your next car.”
“Unexpected expenses? Skip-A-Payment is here for you!”
Know what success looks like for your credit union! Set a goal before launching. What’s the expected return? What’s the expected member participation? This will help gauge your effort and give the team reason to celebrate when you cross the finish line.
Review the campaign from the “Member Lens”. Think of the entire process through a member’s eyes.
How do they take advantage of the offer?
Is there a clear call to action? Is it easy to follow?
Do they have to come into a branch, or is there an online form?
Does it make sense to the member every step of the way?
These are a sampling of questions that should be considered and connect back to point number 1: Letting Your Staff Know. When creating your internal staff tip sheet, asking “who, what, when, why and how” connects to members' needs and the questions they may have.