Sprout & Harvest Marketing recently hosted a lively online panel discussion to explore the current and future state of credit union marketing and communications in the context of the COVID-19 pandemic. 

We invited three credit union marketing leaders from different regions to join in the conversation and share their insights and experiences. The discussion covered some interesting ground including:

• How credit unions have evolved their marketing & communications strategies within this new pandemic environment
• Lessons learned in crisis communications 
• Changing member needs and expectations
• Adoption of digital, even for the laggards
• The increasing importance of content marketing

IN THIS INTERVIEW:

[6:10]  When did you realize that things were about to change?
[13:20] What did your approach to marketing and communications look like?
[13:36] All about speed and leaders getting hands on
[15:39] Credit union nimbleness and ability to make decisions quickly was an advantage
[18:07] Innovative approaches and decisions during the crisis
[21:45] Education and transition of members to self service channels
[23:12] Credit union marketing communications lessons learned 
[29:20] How are members needs and expectations changing now and into the future?
[36:57] What do these shifts mean for credit union marketing & communications going forward?
[38:42] The increasing importance of content marketing for credit unions
[44:58] How else might marketing change for credit unions in the next 6 to 12 months
[48:54] Do we have the right product mix to meet these shifting needs?
[52:50] How does the online experience need to evolve?

About Our Panelists

ARCHIE BONIFACIO
CHIEF MEMBER EXPERIENCE OFFICER, YOUR NEIGHBOURHOOD CREDIT UNION
KITCHENER, ON 

Archie Bonifacio is the Chief Member Experience Officer at Your Neighbourhood Credit Union responsible for Marketing, Member Service and Wealth Management. Aside from his 20-plus years experience leading advisory and marketing teams in financial services, Archie has also taught marketing at the University of Guelph and Sheridan College for over 10 years.  

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Find Archie on LinkedIn

TRACY KELLY
VICE PRESIDENT MARKETING AND COMMUNITY, CONNECT FIRST 
CALGARY, AB

Tracy Kelly has been in marketing for over 20 years, building experience in digital, brand, research, communications, community and corporate social responsibility. Her educational background includes a Master of Business Administration degree from the Haskayne School of Business at the University of Calgary and a Bachelor of Commerce degree from the University of Alberta. As Vice President, Marketing & Community at Connect First Credit Union, Tracy is passionate about the brand development and digital transformation that is happening at their credit union. 

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Find Tracy on LinkedIn

MIKE GOERZEN 
ASSOCIATE VICE PRESIDENT MARKETING, COASTAL COMMUNITY CREDIT UNION
NANAIMO, BC

Mike Goerzen has worked in the credit union system for over 20 years, gaining experience in marketing, research and all things digital. As a seasoned AVP Marketing, he is passionate about innovation, digital transformation, and personal and professional development. 

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Find Mike on LinkedIn