The NAFCU Journal September-October 2019 - 27

Pia Palpal-Iatoc Guter, Meriwest's vice
president of marketing. "We put them
in touch with that particular dealer. We
help finance. And we even deliver the car
to where they are. We add value on the
servicing front."
PSECU's persona-based marketing -
aligning outreach to specific personas
and their needs - "helps us develop
messaging ... that [speaks] to different
users and market segments in ways
that resonate with them specifically,"
Rudolph says.
For example, PSECU identifies college
students' unique needs and targets
their outreach efforts and products
accordingly. "When students are closer
to finishing their studies, they are likely
thinking about buying a new car, perhaps purchasing a house and starting a
family, or maybe they want to become
involved with their institution's alumni
association and support it by using an
alumni rewards credit card," Rudolph
says. "PSECU has products and services
that will help students near graduation
with all these scenarios - just as we fully
meet freshmen's needs."
hold through the process. A community-based, service-oriented education
strategy cuts through the noise by
building lasting relationships that avert
potential members from the dangers of
"shot-in-the-dark" lending, Clark says.
Meriwest partners with car-buying
service Autoland LLC for thrice-yearly
vehicle sales. The headquarters lot is

cleared out for the weekend, and dealers
display up to 500 available cars. Potential buyers get the test-drive experience
without the "fear factor of going to the
dealership and sitting in that chair," says
Meriwest Director of Marketing Frank
R. Pender.
"We find them the car they are looking for at the best rate possible," adds

As a digital-first credit union that
invests in technology resources for
anytime, anywhere banking instead
of brick-and-mortar branches, the
credit union is able to easily diversify
its marketing efforts, Rudolph says.
PSECU's year-round strategy to promote its products and services builds
brand awareness among members and
nonmembers. But those marketing
efforts are nuanced, identifying "the

''

We really try to talk to, particularly, the younger
[Marines] about how important it is to have good credit.
You can get debt. You can get it anywhere. We're trying to
explain that they need to do it logically and intelligently to
find where they can use debt for their personal good, not
their personal detriment.

''

- JEFF CLARK, PRESIDENT/CEO, MARINE FEDERAL CREDIT UNION
THE NAFCU JOURNAL  SEPTEMBER-OCTOBER 2019

27



The NAFCU Journal September-October 2019

Table of Contents for the Digital Edition of The NAFCU Journal September-October 2019

The NAFCU Journal September-October 2019
Contents
Conferences
From the Chair
Washington and Industry Briefs
The Bottom Line
Access to Money
The Best Indirect Growth Strategy
Big Moments, Bigger Wallet Share
Executive Spotlight
Management Insight
Compliance Central
Inside NAFCU Services
Industry Perspectives
From the President’s Desk
The NAFCU Journal September-October 2019 - The NAFCU Journal September-October 2019
The NAFCU Journal September-October 2019 - Cover2
The NAFCU Journal September-October 2019 - Contents
The NAFCU Journal September-October 2019 - 2
The NAFCU Journal September-October 2019 - Conferences
The NAFCU Journal September-October 2019 - From the Chair
The NAFCU Journal September-October 2019 - 5
The NAFCU Journal September-October 2019 - Washington and Industry Briefs
The NAFCU Journal September-October 2019 - 7
The NAFCU Journal September-October 2019 - The Bottom Line
The NAFCU Journal September-October 2019 - 9
The NAFCU Journal September-October 2019 - Access to Money
The NAFCU Journal September-October 2019 - 11
The NAFCU Journal September-October 2019 - 12
The NAFCU Journal September-October 2019 - 13
The NAFCU Journal September-October 2019 - 14
The NAFCU Journal September-October 2019 - 15
The NAFCU Journal September-October 2019 - The Best Indirect Growth Strategy
The NAFCU Journal September-October 2019 - 17
The NAFCU Journal September-October 2019 - 18
The NAFCU Journal September-October 2019 - 19
The NAFCU Journal September-October 2019 - 20
The NAFCU Journal September-October 2019 - 21
The NAFCU Journal September-October 2019 - 22
The NAFCU Journal September-October 2019 - 23
The NAFCU Journal September-October 2019 - Big Moments, Bigger Wallet Share
The NAFCU Journal September-October 2019 - 25
The NAFCU Journal September-October 2019 - 26
The NAFCU Journal September-October 2019 - 27
The NAFCU Journal September-October 2019 - 28
The NAFCU Journal September-October 2019 - 29
The NAFCU Journal September-October 2019 - Executive Spotlight
The NAFCU Journal September-October 2019 - 31
The NAFCU Journal September-October 2019 - Management Insight
The NAFCU Journal September-October 2019 - 33
The NAFCU Journal September-October 2019 - Compliance Central
The NAFCU Journal September-October 2019 - 35
The NAFCU Journal September-October 2019 - Inside NAFCU Services
The NAFCU Journal September-October 2019 - 37
The NAFCU Journal September-October 2019 - 38
The NAFCU Journal September-October 2019 - 39
The NAFCU Journal September-October 2019 - Industry Perspectives
The NAFCU Journal September-October 2019 - 41
The NAFCU Journal September-October 2019 - 42
The NAFCU Journal September-October 2019 - 43
The NAFCU Journal September-October 2019 - From the President’s Desk
The NAFCU Journal September-October 2019 - Cover3
The NAFCU Journal September-October 2019 - Cover4
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