Is Your Marketing Strategy Missing Messaging Opportunities?

Sean Galli
Is Your Marketing Strategy Missing Messaging Opportunities?

Sometimes the perfect message is hidden away and hard to discover. Sometimes the right messaging opportunities are staring you in the face.

But your community bank or credit union marketing strategy may be missing these obvious opportunities to craft a message that sells. It’s like having a note taped to your forehead. The words are right in front of you, but you just can’t see them!

Well, not anymore!

Here are some ways to incorporate the obvious portions of your brand identity into incredible pieces of your community bank or credit union marketing strategy.


Use Your Name

Have you seen those great commercials from Ally Bank? They show a variety of real-life situations while highlighting their name in words that apply to those situations. For example, a backyard potluck has the words “traditionally,” “generationally” and “culturally.”

Ally ties their name (and thus their financial services) into normal life moments. Your community bank or credit union marketing strategy could implement this tactic as well.

For example, let’s say you have “First” in your name. You could say, “Putting you first” or “Your success comes first.” Or for “Generations,” you might write:

  • “Financial health for generations to come.”
  • “Helping all generations get ahead.”
  • “For past generations. For future generations. For all generations.”


Resonate With Your Niches

Niches lead to riches, so use tailored messaging your target audience will appreciate. That could mean creating something in the language of a particular county, region or select employee group.

But won’t that be too specific? No!

Your community bank or credit union marketing strategy needs to get specific. It needs to drill down into particular demographic groups if it wants to find success.

For instance, we crafted the message “You are the apple of our eye!” for educator-oriented Lehigh Valley Educator’s CU. This message focuses on the member while cleverly linking the credit union to a traditional symbol of teachers – the apple.

In another example, Kelly Community CU creates messaging appealing to their East Texas audience. A recent campaign says “Bank Differently – East Texas Strong” and their social media regularly references the surrounding area and local locations.

Give the People What They Want

Not all words are created equal. Some words are more persuasive than others, and your community bank or credit union marketing strategy needs to use these words effectively.

First of all, use “you” frequently. Minimize the inclusion of “we” or “us.” Your members or customers care most about what’s in it for them, and the word “you” shows them your institution cares about that too.

Other words pleasant to the eyes and ears include:

  • Easy
  • Save
  • Safe
  • Free
  • Best

But don’t just throw all these words in a single message or thoughtlessly plug them into a sentence. Like everything else you do, lead with strategy. Choose words with purpose and illustrate the benefits of whatever you promote.

Don’t rely on a community bank or credit union marketing strategy that misses messaging opportunities. Enlist the On The Mark Strategies marketing team to help you with marketing strategy and execution. Book a free consultation now.

Sean Galli
Marketing Coordinator