I struggle every year at this time with one question? What should we be doing to support the goals of the organization. I don't think that marketing is about the creative direction of the ad or the fancy promotion. Marketing needs to be involved with product design, delivery and service initiatives. As marketers, if we don't feel like all the rest matters, we are missing something very important to our success. I feel the marketing plan should be the last item created for the business, not the first. Marketing should be positioned as the Chief Strategic Officer of the organization to drive the vision and entire business plan not just the marketing plan.
Some credit union marketers are pouring over trinkets and ad designs instead of focusing on what the business is doing next year. Wrap your marketing plan around the business plan. Marketers should never work outside the business plan Be a business unit not a graphic design firm. Innovation in credit unions require a wide spectrum of talent and marketing can lend a valuable element to product creation, service delivery and other business aspects. Every new fee, checking account, loan policy, etc should include marketing's insights.
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