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  • Writer's pictureKelsie Papenhausen

Your Marketing Co. Presents “Branding Your Credit Union to Stand Out”

Horizon Expand Expo Workshop deep dives into brand strategy for credit unions

When Horizon Federal Credit Union CEO Justin Howard got fed up with sending his team to conferences only to return without having learned what they actually needed, the credit union took matters into its own hands. And when the time for the Horizon Expand Expo came around this year, they reached out to the experts at Your Marketing Co., CEO Bo McDonald and Vice President of Relationship Development Frank Allgood, to present a branding workshop.

“Branding Your Credit Union to Stand Out” is a 6.5-hour, intensive deep-dive into:

· Understanding your ideal member and their demographics and psychographics

· Crafting a value statement to nudge your ideal members to act

· Creating strategies to implement your new value statement

· Understanding your brand and how it appeals to the ideal member

· Effective media buys to ‘fish where the fish are’

Michael Patterson, chief branding officer at the $135 million Horizon FCU in Williamsport, Pa., explained that the focus of the Expand Expo is full-day workshops, targeting topics that move the needle – like branding. He said the event, slated for Sept. 17-21 at Hershey Lodge in Pa., has drawn 200 attendees in the past, and it’s off to a great start so far in 2023.

“Bo and Frank are experts in their field, so spending all day in a room digging into this – it was right up their alley,” Patterson said. Other sessions range from collections to leadership to member engagement, which are bookended by an opening keynote, “Sustaining Relevancy” with former Umpqua Bank CEO Ray Davis and a closing session with Dale Carnegie & Associates.

Bo and Frank are regular speakers in the credit union community, addressing topics like strategic planning, branding, marketing, culture and communication. In addition to the branding session to be presented at Expand Expo, they also offer, “Competing and winning against any competitor” and “Understanding your credit union brand,” as well staff training and engagement sessions. To take advantage of their expertise, contact Your Marketing Co.

Your Marketing Co., is a full-service strategic planning, branding and marketing firm serving credit unions that are not content with the status quo. Since 2008, YMC has helped dozens of credit unions grow their potential through strategy, execution and accountability. And we give a damn!


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