Marketing is about communicating the value of a product, service or brand to members for the purpose of promoting or selling that product, service, or brand. A marketing strategy considers the resources available, or required, to allocate in effort to achieve an objective. When top management is devising the credit union’s strategic direction or mission, the intended marketing activities are incorporated into this plan.
A marketing plan can pertain to a specific product, as well as to the overall marketing strategy for the credit union. A plan is required to effectively manage the numerous products and services your credit union offers to its members. Periodically, the credit union needs to weigh up and ascertain how to utilize its finite resources.
Speaker: Leigh Philibosian, Account Executive, Visions, Ink., has over 25 years’ experience in public relations, marketing, advertising and communications strategy.
From 1990 to 2010, she was Senior Vice President, Marketing, for Mid-Atlantic Corporate Federal Credit Union. Throughout the financial market crisis of 2008-2009, and the breakdown of the Corporate Credit Union Network, Leigh’s role was to maintain the integrity and reputation of Mid-Atlantic Corporate as one of the country’s best-run and most reputable corporate credit unions.
In 2011 Leigh joined Visions, Ink., a strategic marketing firm for credit unions located in Clinton, MD as an Account Executive. Leigh currently serves on the Credit Union Miracle Day, Inc. Marketing Committee. She has also served on the National Association of Federal Credit Unions Awards Committee and Pennsylvania Credit Union Association Marketing Advocacy Steering Committee, which developed the highly successful iBelong branding campaign.
Leigh has a BS in public relations from Syracuse University’s Newhouse School of Public Communications.