01 Sep Talk, They Will Hear You: Winding Down the Year with Strategies to Boost Membership

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Talk, They Will Hear You: Winding Down the Year with Strategies to Boost Membership

Click on the websites of credit unions across the country or flip through any industry publication and you’ll see that it has been a busy year. With membership drives, the launch of new digital platforms, communication initiatives, philanthropic efforts and yes, a bit of behind-the-scenes fun, credit unions are making a statement by growing their membership and gaining ground in the financial industry. As you kick off September, it may be time to evaluate how far you’ve come this year and whether you’re PR and marketing strategies are helping you meet your goal of attracting new members. If you got off to a slow start and your efforts haven’t quite paid off, there’s still time to implement a few proven communications trends to help get you back on track.

Video Logging or VLOG. A face-to-face connection is so important, especially with millennials who thrive on engagement and interaction. If you’re not already communicating via video channel, it’s time to start. Grab your camera savvy CEO or C-level executive (or turn your least shy one) into a superstar by launching a video log or VLOG, which is essentially video conversation with members and prospective members. Statistically, video is one of the leading ways to communicate with audiences because it grabs their attention and effectively delivers your  message. Don’t worry if  your credit union doesn’t have the budget or equipment to handle this; a VLOG can be accomplished  with very little effort. Even cell phones record quality video that can be easily uploaded to your communications channel. Set a schedule for your VLOG to occur regularly. Jot down key talking points, pick a place to shoot, grab a tripod, and press record.

Get media savvy. Many financial institutions stick to a very old algorithm when it comes to their media relations. Gone are the days when dry press release announcements are issued about financial gains, leadership changes and awards. These strategies are antiquated and fall short of attracting the media attention you really want. Community-driven efforts that are creative, positive and compelling are much more powerful and memorable. Getting involved in the community is key to being media savvy. Pick charitable causes that your community cares about and your leadership can champion and embrace. Most of all, communicate about causes in which you truly have a  genuine interest. Ask the entire staff for support and spread your enthusiasm  to the media with unique, impactful, and emotional messages about how your credit union is helping others.

Strong culture. Does your credit union do ‘special’ things that make you stand out? If you’re like many others, the answer is yes. Identifying strong culture within an organization and expanding upon that messaging is a great way to connect and attract new members. Ensure your unique messages are prevalent in all of your marketing materials and develop actionable activities and events that further communicate your credit union’s culture.

Members want to connect, engage and interact with businesses that can relate to them. So, go ahead, talk, VLOG, be creative, and inspirational and take on those charitable causes. Your audience will soon begin to hear, see and connect with you, too.

For more information about how to attract new members for your credit union, feel free to contact us at www.nspublicrelations.com

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