2 minutes
For CUES member Tara Graff, VP/marketing and business development at $1.8 billion/165,000-member Royal Credit Union , Eau Claire, Wis., having a robust in-house marketing team is important for the success of the CU.
That’s why she helped the CU’s marketing transition from mostly outsourced to a larger team.
“No one knows your brand as well as you,” says Graff. “A freelancer or agency, used occasionally, can bring fresh ideas and shake things up, but for consistency of voice, the internal agency model works for us.” Today, many facets, from copywriting, graphic design and website management, to social media and data research, are handled internally.
See how the CU’s marketing team is organized and the responsibilities of each position:
VP/Marketing and Business Development: Oversees the marketing department, focusing on broad initiatives, growth, brands and organizational goal attainment.
Business Development Officer: Looks for new opportunities in the community.
Digital Marketing Manager: Handles all the CU’s digital activities, including digital marketing and campaigns, online and mobile initiatives.
Website Coordinator: Develops website and manages day-to-day needs.
Marketing Project Coordinator: Handles all project management and deadlines, and manages vendor relationships, estimates and production.
Marketing Research Coordinator: Responsible for research and analyzing data and calculating ROI on initiatives.
Marketing Coordinator: Takes care of product marketing and working with key stakeholders, brings campaign ideas to the team, and handles an array of graphic design. Meets monthly with all business units. The marketing coordinator develops these relationships and helps to develop an annual plan for each unit.
Marketing Specialist: Handles administrative duties, copywriting and proofing.
Young Adult Coordinator: Coordinates education and events for adult members age 18 to 25.
Stephanie Schwenn Sebring established and managed the marketing departments for three CUs and served in mentorship roles before launching her business. As owner of Fab Prose & Professional Writing, she assists CUs, industry suppliers, and any company wanting great content and a clear brand voice. Follow her on Twitter @fabprose
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