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If the marketing call to action for 2011 has been loans, then looking at common challenges through a new lens will be equally important in 2012.

“What hasn’t worked is business as usual strategies. We needed to use fully integrated approaches to [reach] members,” said Paul Stull, senior vice president of strategy and brand at the $1.3 billion Arizona State Credit Union. “Although many are still feeling the recession, others remain in the market for a loan. Letting them know we are lending is a challenge, but when we make that connection, we usually get the loan.”

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