Where and how your Credit Union shows up is critical. Traditionally, you may have promoted through brochures, partnered with local businesses, etc. The reality is that messaging in these spaces will likely not reach younger audiences.
Target spaces where young people live and breathe. Think about where they get their information. Consider looking into different channel partners. For example, if they’re on Spotify, consider showing up there. Look into opportunities at local colleges. Operate in the same spaces as your audience.
Social media is indisputably the best place to reach a young audience. Social media is actually the top source of brand discovery and product research for Gen Z. Rethink your marketing strategy to include social media efforts that are appealing to this age group. Unsurprisingly, young people are turning to platforms like Tik Tok for financial advice and education. This could be an excellent resource for your brand to meet Gen Z where they are.
Beyond promotional channels, be sure to get involved. Host or participate in events, philanthropic or otherwise, in your community. While displaying your logo at a sponsored event is significant, it is more effective to be there as a true community partner. Consider organizing a “Family Day” as an opportunity to reach the youth before they are out of the house. Humanize your Credit Union by inviting active members, prospects, and employees to connect and build relationships.
Credit Unions are often thought of as lacking in technological advancement compared to other financial institutions. Even though this is not true, this perception has an impact on those who have grown up in the digital era.