This transcript has been edited for length. To get the full measure, listen to the podcast.
About Tower Federal Credit Union and its marketing team
Nathan Isaacs: I’m here today with Marc Wilensky, vice president of communications and brand marketing at Tower Federal Credit Union. Marc, can you tell me more about Tower Federal Credit Union?
Marc Wilensky: Sure. We are about a $3 billion credit union located just outside of Baltimore. We’re what is known as a SEG-based credit union [Select Employee Group]. We work with about 700 different SEGs, some smaller, some larger, but we do have a closed field of membership and concentrate most of our marketing to the people that work for those organizations.
Nathan: Is it the people that work with those organizations and their families? If I was a son or daughter of somebody that was a member, would I be a member?
Marc: Yes. Anybody that works for those organizations, as well as their immediate family, is eligible for membership within the credit union. And what’s nice about it is once you’re a member, you’re always a member. So, if you were to leave that company, you don’t have to give up your membership.
If you have an auto loan or a credit card with us, and you left your company, obviously you can still have that auto loan or credit card product with us, as well as any of the other banking products and services we offer.
Nathan: With your role there, vice president of communications and brand marketing, what does that mean day to day? How big is your team? And what’s keeping you up at night?
Marc: I’m fortunate enough to have a full in-house advertising agency. I have three graphic designers, three copywriters on my staff, as well as a very talented web person, a digital marketing manager, a production person, and an admin. We basically do all the same things that a typical advertising agency does. We support the many business lines within the organization. We help consumer lending promote their products, real estate lending, deposit services, e-services and e-commerce. We really support any of our internal clients, we like to say, explain the benefits of their products and services to our existing members, as well as potential members.
Knock on wood, nothing is keeping me up at night these days. I guess we’re always looking for better ways to reach our potential client and utilize the data we have, so that we’re giving them relevant marketing materials. If I just took out an auto loan three weeks ago, nobody wants to receive an email two days later that, ‘Hey, we have an auto loan product.’
Trying to utilize the data we have, the information we have about our members, and market the next best product to them that’s going to benefit them, not necessarily what’s in Tower’s best interest, but we’re always looking out for our members and trying to promote a product or service we think could help them with their financial services.