Replace your marketing plan with a member plan

first_imgIt’s budget and strategic planning season for most financial institutions. Somewhere between crafting your strategic plan and finalizing your budget you create a marketing plan.A typical marketing plan contains objectives, goals, action items and a plethora of other data. But that’s the problem: a marketing plan is “typical.” Every credit union or bank has one.But what if you ditched your marketing plan and replaced it with a customer plan (or member plan for credit unions)?In a recent issue of Success Magazine, John Sculley, former CEO of Pepsi and Apple said, “Businesses are all about customers. If a company wants to be transformative, writing a customer plan will be much more important than a business plan.”So what would a customer plan for a financial institution look like? Here are a few guidelines to consider:Keep it short—While a marketing plan can fill several pages of a three ring binder, keep your customer plan to one page max. Think about it this way: consumers really don’t care about you or details; they just want you to solve their problems. continue reading » 18SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblrlast_img