Relationship Marketing

CULEEP ™ Marketing Program

Training Outline and Guidelines

The LEEP ™ marketing program, from TCT, Inc., is designed to achieve credit union growth by promoting positive word-of-mouth and referrals throughout the Field of Membership.

It is widely accepted that the most effective way to increase credit union membership is through increased positive word-of-mouth. As many as 90% of people, who open new accounts or take out loans, come to the credit union because a friend or colleague sent them there. For this reason, credit unions, like most other businesses, will grow in proportion to their ability to increase referrals. The ability to harness member referrals will make a major contribution to credit union success.

Some businesses have tried to pay incentives to achieve word-of-mouth referrals. For the most part, these attempts have been ineffective. The reason these programs don’t work is that referrals are not bought and paid for. Friends refer friends because they have found a product or service that delights them. Having found something really good, they want to share it with their friends. In the consumer’s mind, he or she is doing the friend a favor by sharing something of great value.

So, if incentives don’t work, then what does? This program is designed to help credit unions organize and direct the efforts of staff and leadership, to identify members who are most likely to tell their friends and colleagues about the credit union. Once these member advocates are found the program provides a clear set of steps and activities to enhance the relationship and promote member advocacy and increase referrals.

Training in marketing and relationship management skills are essential to successful implementation of the LEEP ™ program. We encourage all participants to take full advantage of LEEP ™ training modules presented in this packet.

The acronym LEEP ™ stands for the four steps credit union staff and leaders follow to develop member advocates, attract loyal new members and increase core deposits. The four steps are:
L	ocate—Identify the individuals within your market who will be included in your core advocate group or your "Oh, Yes!" Member;
E	ngage—Individualize and personalize staff interactions with the Members building trust and confidence between members and staff;
E	ducate—Share products and services which will increase the credit union’s value to those Members, increasing their usage, satisfaction, loyalty, and ultimately their commitment;
P	romote—Ask the Members directly to listen for opportunities and, when possible, refer friends, family and colleagues.

LEEP ™ Training videos are now available online:
Online Training Videos

Market CU ™

To attract and retain loyal members, your credit union must provide products and services that are relevant to your members as well as providing them with value and convenient access.

Market CU ™ incorporates a comprehensive set of marketing tools that are proven to get maximum results.

Member research

TCT INC. marketing research professionals employ state of the art research and statistical techniques to communicate with your members and identify what they think about, want, and need from your credit union. CU MarketPro ™ research includes:

Random sampling to assure a complete picture of members percep-tions;
State of the art tactics to achieve maximum return efficiency; and
Sophisticated statistical analysis to unlock member perceptions and attitudes.

Results of the TCT INC. Market CU ™ marketing research will provide a clear picture of:

Key aspects of products and service delivery that are relevant to members;
Effective messages members want and need to hear in order to see maximum value in your products and services;
Precise actions your credit union can take to create committed and loyal members who will make your credit union their EFI and who will refer your credit union to their friends and family.

Marketing plan

Based on the results of research on your members, TCT INC. marketing professionals will create a proactive, comprehensive 5-stage marketing plan that includes tactics to:

Achieve total staff involvement in credit union marketing activities;
Increase the number of loyal and committed members;
Promote member advocacy and word-of-mouth referrals; and
Position your products and services to assure that members see them as relevant and valuable.

Media and messages

Using outcomes from the Market CU ™ member research and in synergy with the marketing plan, TCT INC. marketing professionals will:

Develop marketing messages that attract attention and increase awareness; and
Design media that demonstrate value to members.