And just like that, 2024 is another year passed and 2025 is here! As we look to the year ahead, this is the perfect time to assess your marketing plans and strategies for the year ahead. What’s working? What are some new tactics to consider?
Each year, we release our list of marketing tips generated based on marketing trends, credit union industry data, collaboration with credit unions, and data analysis. We are pleased to present this year’s list designed to assist you as you map out your 2025 marketing initiatives.
1. Lean Into AI
In the marketing world, it was impossible not to hear about artificial intelligence (AI) in 2024. If your team hasn’t already tried this revolutionary tool, now is the time! AI is a great resource that can assist with tasks such as brainstorming, outlines, proofing and editing, social media posts, video, and so much more. Generative AI, or AI that uses machine learning to absorb information that it uses to create refined content, was the flying leap ahead that AI took in 2024. Tools such as ChatGPT remain standalone platforms, but AI is also being more and more frequently integrated within many marketing tools and platforms you already may be using.
2. Ensure Uniform Brand Awareness
Does every member of your team understand your credit union’s brand? The importance of brand awareness cannot be overstated. As marketers know, brand is so much more than just your logo and tagline. It encompasses five fundamental elements: the why, the message, the voice, the visual identity, and the member experience. Your members should not know your brand because they see it, they should know it because it resonates with them, and they feel connected to it. Consider starting your year with a team training and/or refresher on your credit union’s brand to ensure all staff is communicating with members in alignment with your branding guidelines. If needed, complete a brand audit and update.
3. Plan Onboarding and Reboarding Campaigns
Onboarding and reboarding are more than trends: these strategic campaigns are tried and true in making a huge difference in how you connect with both your new and seasoned members. Onboarding is a way to welcome and educate your newest members about the products and services available to them at your credit union. Reboarding is similar, but instead targets your longtime, loyal members to inform them of products and services that they may not be aware of at your credit union that they are not currently using.
4. Communicate About Your Payments Offerings
There are some classic payment solutions to keep communicating about as well as new ones to inform your members of. Educating them about tools and services such as your cards programs, contactless payments, and rewards are just a few ways to connect! Ensuring they know about newer offerings, like digital banking updates and Faster Payments, help keep your members up to date.
5. Connect with Conversion Communications
Conversions and migrations do not happen frequently at a credit union. But at Synergent, we routinely help credit unions communicate a conversion or migration with their staff and their members. Our experienced team is prepared to help credit unions inform, educate, and connect with members through a fun, engaging campaign!
6. Stay at the Top of the Digital Wallet
Being top of wallet no longer refers to only physical wallets. Digital wallets allow your members to use their credit cards and debit cards through their smartphones or other connected devices, and they’re being used more and more frequently by wider demographics. Don’t miss the opportunity to be at the top of your members’ digital wallets.
7. Drive Deposit Growth
Are you leveraging your member data to share relevant offers with the members most likely to be interested in them? Across your savings, checking, share certificate, direct deposit, and remote check deposit offerings, creating campaigns to raise awareness and to promote targeted offers can drive deposit growth, as well as member product adoption.
8. Inform Members of Debt Solutions
While debt relief campaign strategies are relevant at any time of the year, kicking off the new year with a debt relief campaign is a great place to start helping members achieve their resolutions. With credit unions being the People Helping People industry, providing members with a variety of debt relief options can make all the difference to help them move forward. Communicating the options available to them is the first step.
9. Help Welcome Your Members Home
Help your members achieve their home lending financial goals in 2025, whether that is opening a new mortgage, leveraging their home equity, or expanding their knowledge to set themselves up for future financial success. With data mining, a targeted marketing campaign can be created to reach the right members for your home lending offers.
10. Audit and Update Your Video Content
With social media platforms like YouTube, TikTok, and Instagram reels dominating the attention of consumers everywhere, maintaining your own video content is important. Audit your existing videos and update as needed with short-form videos that grab members attention about your credit union’s events and offerings.
Get Started on Your Next Campaign
We invite you to review our Portfolio, filled with award-winning campaigns created by our Marketing Services team. Jot down your ideas, then let’s chat about your next campaign. Our dedicated Marketing Services team would love to schedule a consultation with you to talk about your marketing goals for 2025. Contact us today to get started.