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SOUTHEAST FINALISTJosh McAfee

Marketing DirectorLeaders Credit Union ($141M)Jackson, Tennessee

Budgets Shrink, Expectations Don’t.

Josh McAfee - Southeast

Operational efficiency... in marketing?

Over 32% of marketing budgets cut during recession

Majority of marketing allocations below 0.1% of assets

Bottom line: marketers expected to achieve better results in both advertising and public relations with less money.

“No problem, right?”

Giving up the ‘old school’

Traditional CU marketer will:

Fail to plan

Use the “fire extinguisher” approach to addressing organizational needs

Outsource everything ($$$)

Avoid technology and overlook people

Not be price-sensitive

Whose team will you join?

FI marketer 2.0 will:

Understand strategic plan and react accordingly

Observe organizational needs and proactively meet them

Discover ways to internally fulfill campaign needs

Thread new media into every aspect of business

Find the best composite of price, timeline, and quality for the job

Here’s how:

Develop a plan, and USE IT!

Take advantage of project flow

Scorecard everything

Leverage your employee brand

"In-source" as much as possible

So we did.

Here’s what happened.

(2)

0

2

5

7

9

6/09

9/09

12/09

3/10

6/10

9/10

12/10

3/11

6/11

Member Growth (%)

LeadersCU$100-250M

when we started...

Organic growth

No asset purchase or runoff

Consumer-driven portfolio

No new product releases or acquisition campaigns

I can't take all of the credit.

I inherited a sales culture.

Our management team makes smart decisions.

2% ROA with strong deposit growth

Our members are very viral and share our story (employee groups)

I've added effectiveness and efficiency to marketing, creating future sustainability.

Questions?Josh McAfeeLeaders Credit UnionJackson, TN

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