As I read the article written by CU Times Editor-in-Chief, Sarah Snell Cooke, “Sweat Equity, Creativity are Keys to Financial Services’ Brave new World,” in the July 7 issue, it mirrored many thoughts I had on what should be a new style of effective credit union marketing. In the article, Cooke talks tough about the impending regulations and impacts on the bottom line-a good wake-up call.

More than ever before, credit union marketers are doing more with less when it comes to budget allocation, and the near future isn’t looking much brighter. It’s definitely a time for creativity and innovation because effective marketing positively impacts the bottom line. The key is “effective.”

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Peter Westerman

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