Member One Federal Credit Union’s Marketing Success Featured In Strategy & Performance

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The Roanoke, Va.-based credit union's use of agile marketing principles to drive sustainable growth garners a feature in the quarterly credit union publication from Callahan & Associates.

Member One Federal Credit Union, headquartered in Roanoke, Va., is being recognized in the latest issue of Credit Union Strategy & Performance for its use of agile marketing to drive sustainable growth.

In a four-part feature, Member One’s agile marketing approach is shown to effectively allow the institution to adjust to changing conditions and achieve its strategic goals while still meeting the needs of its members.

Examples provided in the publication include Member One’s ability to drive nearly 3,000 participants to a credit union-sponsored contest using social media, find the best avenues for growth using detailed demographic data, and implement timely marketing efforts due to the flexibility afforded its marketing team. Combined with direction from a carefully selected leadership team and smart investments in technology, agile marketing is revealed to produce impressive performance numbers for Member One.

As of 3Q2014, Member One enjoys 11 percent member growth. More impressively, the institution’s 21 percent membership versus potential membership ranks far above the 4.3 percent seen by Virginia credit unions within its asset range. Member One, at $665 million in assets, is also vastly outperforming it’s state based peers in net income per employee at $39,425 versus $22,225 even though it is staffed as a billion dollar institution.

With strong leadership and an approach aimed at growing in a steady and balanced way, Member One is on the way to becoming the premiere financial institution of Southwest Virginia.

Credit Union Strategy & Performance is a quarterly publication from Callahan & Associates that helps credit unions improve their performance by offering data analysis and actionable industry case studies.

Callahan & Associates is dedicated to helping the credit union industry thrive. Our team of experts provides leading research, analytics, networking, and consulting solutions. More than 4,000 credit unions and industry suppliers rely on us for the latest data, actionable insights, and benchmarking tools to develop their competitive advantages and achieve their strategic goals. Our 30-year history has enabled us to build an unparalleled knowledge transfer consortium that connects the industry’s best minds. To learn how you can join Callahan’s network, please visit http://www.callahan.com.

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Salvador Lopez
Callahan & Associates
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