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credit union business plan template

Creating a Business Plan

Creating a Business Plan

The decision to create a business plan is an important one, whether you are starting a new business or growing an established one. A solid business plan is fundamental to long-term business success.

It serves two main purposes:

  • It acts as a roadmap for your business.
  • It is a tool that helps you obtain outside financing.

While the phrase “creating a business plan” may conjure up feelings of trepidation and dread, it will not be as difficult if you break your business plan down into its more essential parts.

Why Do You Need a Business Plan?

Benjamin Franklin said it best: “If you fail to plan, you are planning to fail.” While a business plan will not guarantee success, failing to have one almost guarantees that you will not find the success you seek.

Remember the roadmap analogy? It is an accurate one to consider. The first thing you need to do before creating the roadmap, though, is to figure out where you are heading.

In order to do that, you should ask yourself four simple questions.

  • How do you want your business to look in one year?
  • How would you like it to look in three years?
  • Where do you want to see your business going in five years?
  • What would you like to have accomplished by your tenth year in business?

Seek the answers to those questions, keeping in mind profits, revenues, expansion, growth and other critical drivers and metrics for your business.

What Does a Business Plan Include?

In order to build the roadmap to reach your intended business destinations in a timely manner, you must include key pieces of information and analysis in your plan. The many moving parts of running your business become the fundamental building blocks of your long-term business plan. Consider each of them a pit stop along the road to business success.

Business Concept

Your business concept is a summation of your company in a few concise and simple sentences. It should clearly communicate the idea, design or value proposition behind your business so that a customer, investor or potential partner can quickly grasp what you will do and the value it will provide. Keep the concept statement to one paragraph.

Business Strategy

Your business strategy provides the detail on how you will execute the business concept. It describes your industry, explains your product or service, and the critical factors that will drive your business success. Those factors might include such things as your management team, operational plans or cost advantages. In essence, it is an executive summary that explains why your business is uniquely suited to succeed.

Specific things you should consider while creating the strategy section of your plan include:

  • Products or services offered now.
  • Products or services to offer in the future.
  • The size of the market.
  • How the market is changing.
  • Industry trends.

Market Analysis

In the market analysis section of your plan, you need to explore the ins and outs of your potential customers or markets.

  • Who are they?
  • Where are they?
  • What motivates them to buy the items or services you offer?
  • What do they want or need from you?
  • How are you going to attract new customers?
  • What do you plan to do to keep them coming back?

Most importantly, though, is to answer this one question: “How are you profitably going to meet the needs of your target customer?”

Competitive Analysis

In order to be complete, your marketplace analysis must pay attention to your competitors. This is necessary whether you are an established business looking to expand or a new business interested in taking business away from other established businesses in the area.

Questions to ask yourself here, include:

  • How is your business going to succeed in a market that is already being sufficiently served by another business in your industry?
  • Is there sufficient demand to bring another business into the market or expand your existing business?

Financial Analysis

This section of your business plan will look at the financial aspects of your business. As a new business you will need to include:

  • Break-even analysis.
  • Financial ratio calculations.
  • Internal and external funding requirements.
  • Projected revenues and profits over one, three, and five-year terms.

Don’t forget to include plans for assets the business needs to acquire and the costs of the marketing plan the business intends to follow coming out of the gate.

Existing businesses need to include cash flow statements, balance sheets, and pro-forma income statements, for example.

Keep in mind, you should provide information that will assist potential lenders (banks and credit unions) and investors in approving loans or green-lighting investments in your business.

Maintaining Your Business Plan

You should not just write a business plan and place it in a drawer. To get the most benefit from it, it should be a dynamic evolving plan. You must adjust your plan as necessary with changing markets, new product concepts, evolving technology, need for additional financing, and goal achievements, just to name a few. An old business plan may not reflect reality any longer, so be sure to revisit your business plan periodically. Having a update checklist helps you to do just that.

In the beginning, making a business plan may seem like a onerous task. It can be simpler if you break it down into its individual components. Once you have a plan in place, you will begin to see the effectiveness of how such a simple business tool can take the guesswork out of starting a business or growing one.

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How to Start a Credit Union

start a credit union

Starting a credit union can be very profitable. With proper planning, execution and hard work, you can enjoy great success. Below you will learn the keys to launching a successful credit union.

Importantly, a critical step in starting a credit union is to complete your business plan. To help you out, you should download Growthink’s Ultimate Business Plan Template here .

Download our Ultimate Business Plan Template here

14 Steps To Start a Credit Union :

  • Choose the Name for Your Credit Union
  • Develop Your Credit Union Business Plan
  • Choose the Legal Structure for Your Credit Union
  • Secure Startup Funding for Your Credit Union (If Needed)
  • Secure a Location for Your Business
  • Register Your Credit Union with the IRS
  • Open a Business Bank Account
  • Get a Business Credit Card
  • Get the Required Business Licenses and Permits
  • Get Business Insurance for Your Credit Union
  • Buy or Lease the Right Credit Union Equipment
  • Develop Your Credit Union Marketing Materials
  • Purchase and Setup the Software Needed to Run Your Credit Union
  • Open for Business

1. Choose the Name for Your Credit Union

The first step to starting a credit union is to choose your business’ name.  

This is a very important choice since your company name is your brand and will last for the lifetime of your business. Ideally you choose a name that is meaningful and memorable. Here are some tips for choosing a name for your credit union:

  • Make sure the name is available . Check your desired name against trademark databases and your state’s list of registered business names to see if it’s available. Also check to see if a suitable domain name is available.
  • Keep it simple . The best names are usually ones that are easy to remember, pronounce and spell.
  • Think about marketing . Come up with a name that reflects the desired brand and/or focus of your credit union.

2. Develop Your Credit Union Business Plan

One of the most important steps in starting a credit union is to develop your business plan. The process of creating your plan ensures that you fully understand your market and your business strategy. The plan also provides you with a roadmap to follow and if needed, to present to funding sources to raise capital for your business.

Your business plan should include the following sections:

  • Executive Summary – this section should summarize your entire business plan so readers can quickly understand the key details of your credit union.
  • Company Overview – this section tells the reader about the history of your credit union and what type of credit union you operate. For example, are you a corporate, community, state-chartered, faith-based, or a federal credit union?
  • Industry Analysis – here you will document key information about the credit union industry. Conduct market research and document how big the industry is and what trends are affecting it.
  • Customer Analysis – in this section, you will document who your ideal or target customers are and their demographics. For example, how old are they? Where do they live? What do they find important when purchasing services like the ones you will offer?
  • Competitive Analysis – here you will document the key direct and indirect competitors you will face and how you will build competitive advantage.
  • Marketing Plan – your marketing plan should address the 4Ps: Product, Price, Promotions and Place.
  • Product : Determine and document what products/services you will offer 
  • Prices : Document the prices of your products/services
  • Place : Where will your business be located and how will that location help you increase sales?
  • Promotions : What promotional methods will you use to attract customers to your credit union? For example, you might decide to use pay-per-click advertising, public relations, search engine optimization and/or social media marketing.
  • Operations Plan – here you will determine the key processes you will need to run your day-to-day operations. You will also determine your staffing needs. Finally, in this section of your plan, you will create a projected growth timeline showing the milestones you hope to achieve in the coming years.
  • Management Team – this section details the background of your company’s management team.
  • Financial Plan – finally, the financial plan answers questions including the following:
  • What startup costs will you incur?
  • How will your credit union make money?
  • What are your projected sales and expenses for the next five years?
  • Do you need to raise funding to launch your business?

Finish Your Business Plan Today!

3. choose the legal structure for your credit union.

Next you need to choose a legal structure for your credit union and register it and your business name with the Secretary of State in each state where you operate your business.

Below are the five most common legal structures:

1) Sole proprietorship

A sole proprietorship is a business entity in which the owner of the credit union and the business are the same legal person. The owner of a sole proprietorship is responsible for all debts and obligations of the business. There are no formalities required to establish a sole proprietorship, and it is easy to set up and operate. The main advantage of a sole proprietorship is that it is simple and inexpensive to establish. The main disadvantage is that the owner is liable for all debts and obligations of the business.

2) Partnerships

A partnership is a legal structure that is popular among small businesses. It is an agreement between two or more people who want to open a credit union together. The partners share in the profits and losses of the business. 

The advantages of a partnership are that it is easy to set up, and the partners share in the profits and losses of the business. The disadvantages of a partnership are that the partners are jointly liable for the debts of the business, and disagreements between partners can be difficult to resolve.

3) Limited Liability Company (LLC)

A limited liability company, or LLC, is a type of business entity that provides limited liability to its owners. This means that the owners of an LLC are not personally responsible for the debts and liabilities of the business. The advantages of an LLC for a credit union include flexibility in management, pass-through taxation (avoids double taxation as explained below), and limited personal liability. The disadvantages of an LLC include lack of availability in some states and self-employment taxes.

4) C Corporation

A C Corporation is a business entity that is separate from its owners. It has its own tax ID and can have shareholders. The main advantage of a C Corporation for a credit union is that it offers limited liability to its owners. This means that the owners are not personally responsible for the debts and liabilities of the business. The disadvantage is that C Corporations are subject to double taxation. This means that the corporation pays taxes on its profits, and the shareholders also pay taxes on their dividends.

5) S Corporation

An S Corporation is a type of corporation that provides its owners with limited liability protection and allows them to pass their business income through to their personal income tax returns, thus avoiding double taxation. There are several limitations on S Corporations including the number of shareholders they can have among others.

Once you register your credit union, your state will send you your official “Articles of Incorporation.” You will need this among other documentation when establishing your banking account (see below). We recommend that you consult an attorney in determining which legal structure is best suited for your company.

4. Secure Startup Funding for Your Credit Union (If Needed)

In developing your credit union business plan, you might have determined that you need to raise funding to launch your business. 

If so, the main sources of funding for a credit union to consider are personal savings and checking accounts, family and friends, credit card financing, business loans, crowdfunding and angel investors. Angel investors are individuals who provide capital to early-stage businesses. Angel investors typically will invest in a credit union that they believe has high potential for growth.

5. Secure a Location for Your Business

When looking for a location for your credit union, there are a few factors to consider. Credit unions need to be located in areas that have a lot of people who can use their services. Credit unions should also be close to public transportation so that members can easily get to and from the credit union. Finally, credit unions should be located in an area that will be affordable for the business. 

6. Register Your Credit Union with the IRS

Next, you need to register your business with the Internal Revenue Service (IRS) which will result in the IRS issuing you an Employer Identification Number (EIN).

Most banks will require you to have an EIN in order to open up an account. In addition, in order to hire employees, you will need an EIN since that is how the IRS tracks your payroll tax payments.

Note that if you are a sole proprietor without employees, you generally do not need to get an EIN. Rather, you would use your social security number (instead of your EIN) as your taxpayer identification number.

7. Open a Business Bank Account

It is important to establish a bank account in your credit union’s name. This process is fairly simple and involves the following steps:

  • Identify and contact the bank you want to use
  • Gather and present the required documents (generally include your company’s Articles of Incorporation, driver’s license or passport, and proof of address)
  • Complete the bank’s application form and provide all relevant information
  • Meet with a banker to discuss your business needs and establish a relationship with them

8. Get a Business Credit Card

You should get a business credit card for your credit union to help you separate personal and business expenses.

You can either apply for a business credit card through your bank or apply for one through a credit card company.

When you’re applying for a business credit card, you’ll need to provide some information about your business. This includes the name of your business, the address of your business, and the type of business you’re running. You’ll also need to provide some information about yourself, including your name, Social Security number, and date of birth.

Once you’ve been approved for a business credit card, you’ll be able to use it to make purchases for your business. You can also use it to build your credit history which could be very important in securing loans and getting credit lines for your business in the future.

9. Get the Required Business Licenses and Permits

To open a credit union in the United States, you will need to obtain a credit union charter from the National Credit Union Administration (NCUA). You will also need to obtain a license from your state’s banking regulator. In addition, you may need to obtain other licenses and permits depending on the products and services you offer.

10. Get Business Insurance for Your Credit Union

The type of insurance you need to operate a credit union will vary depending on the state.

Some business insurance policies you should consider for your credit union include:

  • General liability insurance : This covers accidents and injuries that occur on your property. It also covers damages caused by your employees or products.
  • Auto insurance : If a vehicle is used in your business, this type of insurance will cover if a vehicle is damaged or stolen.
  • Workers’ compensation insurance : If you have employees, this type of policy works with your general liability policy to protect against workplace injuries and accidents. It also covers medical expenses and lost wages.
  • Commercial property insurance : This covers damage to your property caused by fire, theft, or vandalism.
  • Business interruption insurance : This covers lost income and expenses if your business is forced to close due to a covered event.
  • Professional liability insurance : This protects your business against claims of professional negligence.

Find an insurance agent, tell them about your business and its needs, and they will recommend policies that fit those needs. 

11. Buy or Lease the Right Credit Union Equipment

To run a credit union, you need the following equipment:

  • A computer with internet access
  • Software to manage your credit union’s finances
  • A fax machine
  • A secure location to store your credit union’s records and funds

12. Develop Your Credit Union Marketing Materials

Marketing materials will be required to attract and retain customers to your credit union.

The key marketing materials you will need are as follows:

  • Logo : Spend some time developing a good logo for your credit union. Your logo will be printed on company stationery, business cards, marketing materials and so forth. The right logo can increase customer trust and awareness of your brand.
  • Website : Likewise, a professional credit union website provides potential customers with information about the services you offer, your company’s history, and contact information. Importantly, remember that the look and feel of your website will affect how customers perceive you..
  • Social Media Accounts : establish social media accounts in your company’s name. Accounts on Facebook, Twitter, LinkedIn and/or other social media networks will help customers and others find and interact with your credit union.

13. Purchase and Setup the Software Needed to Run Your Credit Union

To run a credit union, you will need accounting software to track your income and expenses, as well as banking software to manage your customers’ accounts. Additionally, you’ll need customer relationship management (CRM) software to manage your customer interactions.  

14. Open for Business

You are now ready to open your credit union. If you followed the steps above, you should be in a great position to build a successful business. Below are answers to frequently asked questions that might further help you.

How to Finish Your Ultimate Business Plan in 1 Day!

Don’t you wish there was a faster, easier way to finish your credit union business plan?

With Growthink’s Ultimate Business Plan Template you can finish your plan in just 8 hours or less!

How to Start a Credit Union FAQs

Is it hard to start a credit union.

There is no one size fits all answer to this question because the difficulty in starting a credit union depends on many factors, including the location of the potential business, the experience level of the management team, and the availability of startup funds. 

The first thing to do is find like-minded individuals who share your vision and are willing to pool their resources together. Once you have a group of committed individuals, you'll need to file paperwork with your state's financial regulator to establish your credit union. The process can be tedious, but if you follow the steps above, you should be able to open your own credit union without too much difficulty. 

How can I start a credit union with no experience?

There are a few ways you can open a credit union with no experience. You can start by contacting your local credit union or the National Credit Union Administration (NCUA). The NCUA is a government agency that charters and supervises federal credit unions. Additionally, you can speak with someone who has experience starting a credit union.

What type of credit union is most profitable?

There is no one size fits all answer to this question because profitability depends on many factors. However, since credit unions are owned by their members, profits are reinvested into them to be used to better serve their members. So, the more members a credit union has, the more profitable it may become. Community based credit unions and basic service credit unions are also profitable. 

How much does it cost to start a credit union?

Different types of credit unions differ in start-up costs. Typically, it runs from $5,000 to $50,000 to open a credit union, depending on the state. This is because there are many fees associated with starting a credit union, including the initial application fee, chartering fees, and bonding fees. States with lower costs of living have a lower cost of starting a credit union.

What are the ongoing expenses for a credit union?

One of the ongoing expenses for a credit union is its insurance premiums. Other ongoing expenses include credit union staff salaries, occupancy costs, and technology expenses.

How does a credit union make money?

A credit union makes money through the interest it charges on loans and the fees it charges for services. Another way a credit union can make money is by issuing shares of ownership in the form of dividends. Full-service credit unions also make money by loaning money to each other.

Is owning a credit union profitable?

A credit union can be quite a profitable financial institution because it is a member-owned, not-for-profit cooperative. This means that the members share in the profits generated by the credit union. Basic credit unions also often have lower fees and interest rates than other types of financial institutions. This makes them a more affordable option for people who need to borrow money. 

Why do credit unions fail?

Credit unions sometimes fail because they are not able to keep up with the competition from banks. They may also fail if they do not have a good business model or if they are not well managed. 

Another reason many credit unions may fail is because they are not able to generate enough revenue. This can be a problem if the credit union does not have enough members or if it is not able to attract new members. Finally, credit unions may also fail if they are not able to control their costs.

Other Helpful Business Plan Articles & Templates

Business Plan Template & Guide For Small Businesses

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Writing Your Business Plan in 5 Easy Steps

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Are you ready to turn your brilliant business ideas into a reality? It's time to roll up your sleeves and get everything down on paper. To make the process frictionless and enjoyable, follow this 5-point guide. Before diving into writing your business plan, make sure you understand its purpose. A business plan is essential for three reasons: to secure financing, attract investors, and guide your team’s efforts. Lenders want to see how you intend to repay them, while investors want to know how your business will grow and multiply their investment. Your employees (or just you) will use the plan to steer business building activities. With a clear purpose in sight, it’s time to delve into crafting your plan and bringing your business dreams to fruition.

Step 1: Research Everything

Your plan should demonstrate the feasibility of your business and how you aim to achieve profitability. To make your plan stand out, you’ll need research that supports your ideas and provides a realistic foundation for your goals.  Here’s some of what you should consider:

  • The cost to start-up your business.
  • The cost to run your business monthly.
  • How much customers will pay.
  • How often customers will buy.
  • Where else customers buy.
  • What lies ahead for your industry (trends).
  • Which suppliers will fuel your business and how much they will charge.
  • Who will run the business (management team and employees).
  • Who will advise your business (accountant, lawyer, mentor and consultants).

The more information you collect, the better. You may not use everything you gather, but it’s helpful to have in case someone asks you questions or challenges your strategies.

Step 2: Prepare the Financials First

As an entrepreneur or business owner, you know that numbers don’t lie. Putting your numbers under a microscope, will provide a deeper understanding of your business’s strengths and weaknesses. Working to put together your financial figures forces you to think about different aspects of your business, from expenses to revenue streams to profit margins.  When it comes to financial planning, there are three essential statements that must make it into your plan. The first is the income statement, which lays out your revenue, expenses, and profit or loss. This is where you'll get a clear picture of how your business is performing financially, so you can make informed decisions about where to focus your efforts. The second statement is the cash flow forecast, which tracks the amount of money coming in and going out of your business each month. This is crucial for ensuring that you have enough cash on hand to cover your expenses and keep your business running smoothly. Finally, the balance sheet provides a snapshot of your business's assets and liabilities at a specific point in time. This can be a valuable tool for evaluating your overall financial health and making strategic decisions about the future of your business. For example, let’s take a look a cash flow statement. Using a simple spreadsheet, this financial statement can detail all of your monthly operating expenses—right down to the cost of your mobile data plan. Don’t know how much data plans cost? The cash flow forecast can act as a reminder to investigate.

Step 3: Write the Body of the Plan

To build an effective business plan, you will have to outline the reasoning behind the numbers. This means setting the blueprint for your strategy in detail, including any factors that will influence your profits and losses. By doing so, you will give potential investors and partners a clear understanding of you intend to achieve your projected revenue, making it more likely that they will get on board with your vision. Your strategy should be detailed within these key business plan sections:

  • Executive Summary – clearly state what you're asking for in the summary. Address the business concept, financing requirements, and key areas of management. Touch upon any major trends that may affect your business in the future.
  • Business/Product Description – share information about what your company does, what it sells, who it serves, and why you see opportunity there. 
  • Market Analysis – this describes your industry, gives information about the target market, and explains how your product or service will meet the needs of the target market. It should discuss the size of the target market, the market share you hope to gain, the pricing of your product or service and your projected gross margin. It should also present the strengths and weaknesses of your competitors.
  • Marketing, Sales, and Distribution – provide detail on your target customer and how you intend to reach them. Touch upon your strategies for advertising, social media, customer service, direct selling and getting your offering to market.
  • Operations – help the reader understand the inside of your business by talking about the methods employed by your company to produce a product or render a service. 
  • Management Team - here’s where you can brag about the credentials and experiences of your team. Be sure to disclose any ownership stake your team members may have in the business. 
  • Employees – identify critical positions within your organization that you are seeking to fill within the first few years and describe their responsibilities. Include an organizational chart to help visualize the reporting structure.
  • Advisory Team – lenders and investors may take comfort by reading your list of qualified advisors, mentors, and consultants. Line up fundamental support in the areas of finance, accounting, law, marketing, operations, and human resources.
  • Financial Statements – as mentioned earlier, the financial data will include information such as an income statement, cash flow forecast and balance sheet. Include any historical financial information (like last year’s numbers) if your business is already up and running.

Step 4: Share It

Once you’ve written a basic draft, take advantage of the expertise around you and share it with professionals who can provide objective feedback.  An accountant can help you refine your financial projections, a lawyer can review your legal considerations, and a credit union branch manager can provide insight into funding options. For marketing and business strategy feedback, approach marketing specialists or other experienced business owners. And if you're seeking investment, it's crucial to have an investor review your plan from their unique perspective. The goal is to have people challenge your assumptions and ask tough questions, so that you can make sure your plan holds up under scrutiny. Don't be afraid to sweat through the answers - it'll only make your plan stronger.

Step 5: Edit, Shorten & Tighten 

Longer business plans are not necessarily better business plans. In fact, a concise, well-written plan can be far more effective than one that’s full of unnecessary information and flowery language.  Once you’ve reviewed the feedback on your draft plan, it’s time to get to work on creating the final version. Look for any areas where you can tighten up your thinking or clarify your intentions. Make sure to remove pieces of your plan that don’t add value to your overall message.  The key to success is to make your plan as clear and to-the-point as possible. By stripping it down to the bare essentials, you’ll create a business plan that is easy to read and understand, while still conveying your vision and goals.

  • Keep it short. Aim for a plan that is 10 to 15 pages plus a few pages for appendices. 
  • Address the immediate future. No one has a crystal ball to predict their business future in 5 or 10 years, so focus your business plan on the next 3 years only.
  • Design it. Spend a few dollars on the services of a graphic designer to visually spruce up your plan.

Our Commitment to Business

Hudson Valley Credit Union is a community of neighbors, friends and family, and businesses. We believe in responsible banking and we’re dedicated to acting with integrity. For us, it’s about building relationships that allow your business to ascend, with the right balance of accounts and financing. As your trusted financial partner, you can be sure that your HVCU business accounts will work as hard as you do.  

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Business Plan Template

Below is a business plan template that VantageOne has created specifically for our prospective and existing members. Other business plans are complicated and lengthy – that’s why we condensed our planning template down to only 10 pages. This tool is great for business start-ups and expansions and is commonly requested by lenders for credit applications.

Check out our Business Plan Template Here!

Use this plan to put all your creative ideas and goals in writing. It can be referred to and revamped at any point in your business planning cycle.

Tip: Remember that business plans aren’t “set in stone” they need to grow and change and remain flexible, just like your business when it comes to market change. Being adaptable is one of the best qualities a successful business owner can have and having a plan in place will help you navigate future change. So once you have a plan in place, make sure to review it annually to ensure it still meets your needs and goals.

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Writing a Business Plan

Writing a business plan is an essential part of building a successful business. At its core, a business plan is a road map for your project. It establishes your purpose, it sets goals and expectations, and it forecasts the relationship between cost and revenue. Business plans exist in many forms — some formal and some informal.

Business Plan Sample Questions

There are many different ways to structure a business plan, but ultimately you’re seeking to answer the same basic set of questions — either for yourself, your team or an outside investor. The following list of questions, which is adapted from The Wharton School Entrepreneurship Workshop “Business Plan Writing 101,” serves as a good starting point:

  • What is the business?
  • How does it work?
  • Who is the team?
  • What is the market?
  • Who are your competitors?
  • What is the market strategy?
  • What are the numbers?
  • What do you need?

A business plan doesn’t have to be formal in order to be effective. There are valuable insights to be gained whether you answer each of the questions above in a few sentences or with pages of in-depth research. Business plans are adaptable, and you will find that the level of detail you include will change depending on what stage of business development you’re in.

The Best Time to Write a Business Plan

We often think that business plans are reserved for specific high-stakes situations — like pitching to a panel of investors on a reality TV show. In fact, the process of writing a business plan can be a helpful tool at multiple points along your entrepreneurial journey. The best time to write a business plan is any time you can benefit from more focus and direction. This might be when you’re in the early stages of exploring a new idea, when you’re ready to commit to your idea, when you’ve been running your business for years, or even a combination of all three. We’ve highlighted three different phases below to demonstrate the many ways a business plan can support your vision over time.

The Idea Phase

The process of writing a business plan is the first step in translating a business idea into something concrete that you can act on. Daydreams about starting your own business are often hazy on the details, so it’s difficult to assess the validity of an idea without getting it down on paper. When you start to answer some basic questions about how your business will make money, you might find that your original idea has some weaknesses. Writing a business plan in the idea phase gives you an opportunity to address any overlooked areas before committing serious time and money to your new venture.

Writing a business plan in the idea phase:

  • Solidifies your idea by filling in the major details
  • Identifies strengths, weaknesses, opportunities and threats related to your business
  • Helps you determine whether or not your idea makes sense to pursue
  • Identifies the bare minimum of what you need in order to get started

The Launch Phase

Your initial idea has passed the test and you’re going all in—congratulations! During the launch phase, you will likely be communicating your business idea over and over again to others. You might be assembling a team, hiring employees, registering your business, or applying for grants or loans. In each of those situations, your idea will be challenged by others and you will find yourself having to answer all sorts of questions about your business. The launch phase is therefore the perfect time to develop a comprehensive business plan. Research your industry and learn about your potential customers. Forecast costs and revenues as realistically as possible. Explore different business models and determine a pricing strategy. The more you know about your business, the easier it will be to communicate your passion with others and get what you need in order to be successful.

Writing a business plan in the launch phase:

  • Determines what you need from others (like employees, vendors/suppliers or outside funding)
  • Improves your expertise in the industry
  • Enables you to speak confidently about your business to others
  • Prepares you for questions about cash flow, profit and loss
  • Identifies what makes you stand out from your competitors

The Growth Phase

A business plan can help you start your business, but did you know that it can still come in handy even if you’ve been successfully running your business for years? After some time, you may discover an opportunity to grow or expand your business. It’s an exciting prospect, but potentially overwhelming—that’s where your business plan can help. Rereading your business plan will remind you of the goals you established when you were first starting out. This information helps you make decisions that are in alignment with your original purpose. Revising and modifying your business plan allows you to grow in a strategic way and to include any areas that were missing from previous iterations. If your team is growing, sharing your business plan with your employees is an excellent way to connect them to your mission.

Writing a business plan in the growth phase:

  • Reminds you of your goals and acknowledges the progress you’ve made
  • Gives you perspective and eases decision-making
  • Allows you to address new areas or concerns
  • Helps you clearly communicate your vision to your team
  • Realistically identifies what you need in order to grow

Whether your business is a fragment of an idea or already up and running, writing a business plan is a versatile and powerful tool that will help you run your business thoughtfully and successfully.

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Writing A Business Plan

It's a money thing lesson #41.

credit union business plan template

When's the best time to write a business plan?

Writing a business plan is an essential part of building a successful business. At its core, a business plan is a road map for your project: it establishes your purpose, it sets goals and expectations, and it forecasts the relationship between cost and revenue. Business plans exist in many forms: some formal and some informal.

Business plan sample questions

Writing a Business Plan-1

  • What is the business?
  • How does it work?
  • Who is the team?
  • What is the market?
  • Who are your competitors?
  • What is the market strategy?
  • What are the numbers?
  • What do you need?

A business plan doesn’t have to be formal in order to be effective. There are valuable insights to be gained whether you answer each of the questions above in a few sentences or with pages of in-depth research. Business plans are adaptable, and you will find that the level of detail you include will change depending on what stage of business development you’re in.

The best time to write a business plan

We often think that business plans are reserved for specific high-stakes situations—like pitching to a panel of investors on a reality TV show. In fact, the process of writing a business plan can be a helpful tool at multiple points along your entrepreneurial journey. The best time to write a business plan is any time you can benefit from more focus and direction. This might be when you’re in the early stages of exploring a new idea, when you’re ready to commit to your idea, when you’ve been running your business for years, or even a combination of all three. We’ve highlighted three different phases below to demonstrate the many ways a business plan can support your vision over time. 

The idea phase

Writing a Business Plan-2

Writing a business plan in the idea phase:

  • Solidifies your idea by filling in the major details
  • Identifies strengths, weaknesses, opportunities and threats related to your business
  • Helps you determine whether or not your idea makes sense to pursue
  • Identifies the bare minimum of what you need in order to get started

The launch phase

Your initial idea has passed the test and you’re going all in—congratulations! During the launch phase, you will likely be communicating your business idea over and over again to others. You might be assembling a team, hiring employees, registering your business, or applying for grants or loans. In each of those situations, your idea will be challenged by others and you will find yourself having to answer all sorts of questions about your business. The launch phase is therefore the perfect time to develop a comprehensive business plan. Research your industry and learn about your potential customers. Forecast costs and revenues as realistically as possible. Explore different business models and determine a pricing strategy. The more you know about your business, the easier it will be to communicate your passion with others and get what you need in order to be successful.

What is the market?

  • Determines what you need from others (like employees, vendors/suppliers or outside funding)
  • Improves your expertise in the industry
  • Enables you to speak confidently about your business to others
  • Prepares you for questions about cash flow, profit and loss
  • Identifies what makes you stand out from your competitors

The growth phase

A business plan can help you start your business, but did you know that it can still come in handy even if you’ve been successfully running your business for years? After some time, you may discover an opportunity to grow or expand your business. It’s an exciting prospect, but potentially overwhelming—that’s where your business plan can help. Rereading your business plan will remind you of the goals you established when you were first starting out. This information helps you make decisions that are in alignment with your original purpose. Revising and modifying your business plan allows you to grow in a strategic way and to include any areas that were missing from previous iterations. If your team is growing, sharing your business plan with your employees is an excellent way to connect them to your mission.

Writing a business plan in the growth phase:

  • Reminds you of your goals and acknowledges the progress you’ve made
  • Gives you perspective and eases decision-making
  • Allows you to address new areas or concerns
  • Helps you clearly communicate your vision to your team
  • Realistically identifies what you need in order to grow

Whether your business is a fragment of an idea or already up and running, writing a business plan is a versatile and powerful tool that will help you run your business thoughtfully and successfully.

Do you have a great business idea, but don't know where to start? Iron out the details using a simple business plan! Click the image to open the  PDF printable version  that also includes Jen's example.

Writing a Business Plan template checklist

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How to Create a Comprehensive Credit Union Business Plan

Introduction.

This Credit Union Business Plan Sample provides a comprehensive overview of the business plan for a credit union. It outlines the mission, objectives, and strategies of the credit union, as well as the financial projections and marketing plans. The plan also includes a detailed analysis of the competitive landscape and the potential for growth. This sample plan is designed to provide a starting point for credit union owners and managers to develop their own business plans. It is important to note that this plan is not intended to be a substitute for professional advice or services.

Creating a comprehensive credit union business plan is essential for the success of any credit union. A business plan is a document that outlines the goals, strategies, and objectives of the credit union. It also serves as a roadmap for the credit union’s future.

The first step in creating a comprehensive credit union business plan is to define the mission and vision of the credit union. The mission statement should clearly articulate the purpose of the credit union and the services it provides. The vision statement should outline the credit union’s long-term goals and objectives.

The next step is to conduct a market analysis. This involves researching the current market conditions and trends in the credit union industry. This research should include an analysis of the competition, customer needs, and potential opportunities.

Once the market analysis is complete , the credit union should develop a strategic plan. This plan should include the credit union’s goals and objectives, as well as the strategies and tactics that will be used to achieve them. The plan should also include a timeline for implementation and a budget.

The next step is to create a financial plan. This plan should include a detailed budget, as well as projections for income and expenses. It should also include a plan for capitalizing the credit union and a plan for managing risk.

Finally , the credit union should create an operational plan. This plan should include a detailed description of the credit union’s operations, including staffing, customer service, and technology. It should also include a plan for marketing and advertising.

Creating a comprehensive credit union business plan is essential for the success of any credit union. By following these steps , credit unions can ensure that their business plans are comprehensive and effective.

The Benefits of Developing a Credit Union Business Plan

credit union business plan template

Developing a credit union business plan is an important step for any credit union looking to grow and expand its services. A business plan provides a roadmap for the credit union to follow, outlining the goals and objectives of the organization and how it plans to achieve them. It also serves as a tool for communicating the credit union’s mission and vision to potential members, investors, and other stakeholders.

The benefits of developing a credit union business plan are numerous. First , it helps the credit union to clearly define its goals and objectives, and to develop strategies for achieving them. This includes identifying potential markets, assessing the competitive landscape, and developing a marketing plan. Additionally , a business plan can help the credit union to identify potential sources of funding, such as grants, loans, and investments.

Second , a business plan can help the credit union to develop a budget and financial projections. This includes forecasting income and expenses, as well as developing a plan for managing cash flow. This information can be used to make informed decisions about how to allocate resources and to ensure that the credit union is financially sound.

Third , a business plan can help the credit union to develop a risk management strategy. This includes identifying potential risks and developing strategies for mitigating them. This can help the credit union to protect its assets and ensure that it is able to meet its obligations.

Finally , a business plan can help the credit union to develop a strategy for growth. This includes identifying new markets, developing new products and services, and expanding into new geographic areas. This can help the credit union to increase its membership base and to increase its profitability.

In summary, developing a credit union business plan is an important step for any credit union looking to grow and expand its services. It can help the credit union to clearly define its goals and objectives, develop a budget and financial projections, develop a risk management strategy, and develop a strategy for growth. All of these benefits can help the credit union to achieve its goals and to ensure its long-term success.

Analyzing the Financials of a Credit Union Business Plan

The financials of a credit union business plan are an essential component of the overall plan. A thorough analysis of the financials is necessary to ensure the success of the credit union.

The financials should include a detailed budget, a cash flow statement, and a balance sheet. The budget should include all expected income and expenses, including salaries, rent, and other operating costs. The cash flow statement should include all sources of income and expenses, including loans, investments, and other sources of revenue. The balance sheet should include all assets and liabilities, including loans, investments, and other assets.

It is important to analyze the financials of the credit union business plan to ensure that the credit union is financially sound. The financials should be reviewed to ensure that the credit union is able to meet its financial obligations and that the credit union is able to generate sufficient income to cover its expenses.

The financials should also be analyzed to ensure that the credit union is able to meet its goals and objectives. The financials should be reviewed to ensure that the credit union is able to meet its goals in terms of loan origination, loan servicing, and other services. The financials should also be analyzed to ensure that the credit union is able to generate sufficient income to cover its expenses and to ensure that the credit union is able to meet its goals in terms of loan origination, loan servicing, and other services.

Finally , the financials should be analyzed to ensure that the credit union is able to meet its goals in terms of customer service. The financials should be reviewed to ensure that the credit union is able to provide quality customer service and that the credit union is able to meet its goals in terms of customer service.

The financials of a credit union business plan are an essential component of the overall plan. A thorough analysis of the financials is necessary to ensure the success of the credit union. By analyzing the financials , the credit union can ensure that it is financially sound and that it is able to meet its goals and objectives.

Crafting a Strategic Plan for Your Credit Union

The purpose of this document is to provide a strategic plan for [Name of Credit Union], outlining the steps necessary to ensure the continued success of the organization. This plan will provide a roadmap for the credit union to follow in order to achieve its goals and objectives. It will also provide a framework for decision-making and resource allocation.

Mission Statement

[Name of Credit Union] is committed to providing our members with the highest quality financial services and products, while maintaining a strong commitment to our community. We strive to create a culture of trust and respect, and to foster an environment of financial literacy and education.

Vision Statement

Our vision is to be the premier financial institution in our community, providing our members with the best products and services available. We will strive to be a leader in financial literacy and education, and to be a trusted partner in our members’ financial success.

Goals and Objectives

1. Increase membership: We will strive to increase our membership base by 10% over the next three years.

2. Increase loan portfolio: We will strive to increase our loan portfolio by 15% over the next three years.

3. Increase deposits: We will strive to increase our deposits by 20% over the next three years.

4. Increase financial literacy: We will strive to increase our financial literacy programs and services by 25% over the next three years.

5. Increase community involvement: We will strive to increase our community involvement by 30% over the next three years.

1. Increase membership: We will focus on marketing and outreach efforts to attract new members. We will also focus on providing exceptional customer service to retain existing members.

2. Increase loan portfolio: We will focus on expanding our loan products and services to meet the needs of our members. We will also focus on providing competitive rates and terms to attract new borrowers.

3. Increase deposits: We will focus on providing competitive rates and terms to attract new deposits. We will also focus on providing exceptional customer service to retain existing deposits.

4. Increase financial literacy: We will focus on providing educational materials and seminars to our members. We will also focus on partnering with local organizations to provide financial literacy programs.

5. Increase community involvement: We will focus on partnering with local organizations to provide financial services and products to underserved communities. We will also focus on providing volunteer opportunities for our staff.

This strategic plan provides a roadmap for [Name of Credit Union] to follow in order to achieve its goals and objectives. By focusing on increasing membership , loan portfolio, deposits, financial literacy, and community involvement, we will be able to ensure the continued success of the organization.

Understanding the Regulatory Requirements for Credit Unions

Credit unions are financial institutions that provide banking services to members who share a common bond, such as a place of employment, a church, or a community. As with other financial institutions , credit unions are subject to a variety of regulations that are designed to protect the interests of their members and ensure the safety and soundness of the institution.

The primary regulator of credit unions is the National Credit Union Administration (NCUA). The NCUA is responsible for chartering and supervising federal credit unions, as well as insuring deposits in federal and most state-chartered credit unions. The NCUA also sets rules and regulations for credit unions, including capital requirements, lending limits, and other operational requirements.

In addition to the NCUA , state-chartered credit unions may be subject to additional regulations from their state’s banking department or other state agencies. These regulations may include requirements for capital, lending limits, and other operational requirements.

Credit unions must also comply with a variety of federal laws and regulations, including the Bank Secrecy Act, the Fair Credit Reporting Act, the Truth in Lending Act, and the Equal Credit Opportunity Act. These laws and regulations are designed to protect consumers and ensure that credit unions operate in a safe and sound manner.

Finally , credit unions must comply with the rules and regulations of the Federal Deposit Insurance Corporation (FDIC). The FDIC insures deposits in credit unions up to $250,000 per account. Credit unions must meet certain requirements in order to be eligible for FDIC insurance, including maintaining a minimum level of capital and submitting regular financial reports to the FDIC.

By understanding and complying with the various regulatory requirements for credit unions , credit unions can ensure that they are operating in a safe and sound manner and protecting the interests of their members.

Exploring the Different Types of Credit Union Business Plans

A credit union business plan is a document that outlines the goals, strategies, and objectives of a credit union. It is an essential tool for any credit union to have in order to ensure its success. A credit union business plan should include a detailed description of the credit union’s mission, vision, and values, as well as its goals and objectives. It should also include a detailed analysis of the credit union’s current financial situation, including its assets, liabilities, and cash flow.

There are several different types of credit union business plans. The most common type is the strategic business plan, which outlines the credit union’s long-term goals and objectives. This type of plan typically includes a detailed analysis of the credit union’s current financial situation, as well as a detailed description of the credit union’s mission, vision, and values. It should also include a detailed analysis of the credit union’s competitive environment, including its competitors and their strategies.

Another type of credit union business plan is the operational business plan. This type of plan focuses on the day-to-day operations of the credit union, including its products and services, its marketing and advertising strategies, and its customer service policies. It should also include a detailed analysis of the credit union’s financial performance, including its income statement, balance sheet, and cash flow statement.

Finally , a credit union business plan can also include a financial plan. This type of plan outlines the credit union’s financial goals and objectives, as well as its strategies for achieving those goals. It should also include a detailed analysis of the credit union’s current financial situation, including its assets, liabilities, and cash flow.

No matter what type of credit union business plan you choose , it is important to ensure that it is comprehensive and well-written. A well-written credit union business plan can help the credit union achieve its goals and objectives, and ensure its long-term success.

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Business Support Resources

Business plan basics.

These pages come first. And they’re very important. After all, they’re the first pages any reader (including a prospective investor or lender) will see.

But don’t worry. The Cover Page just includes basic information with your company name and contact information. So you can create one in five minutes by following a standard template.

  • Here is an example of a business plan cover page from SCORE of Greater Rochester  (see page 2).

The Table of Contents provides a detailed list of all the topics covered in your plan. So it gives readers a quick overview of the content. It also helps people quickly find specific information as long as you remember to number your pages.

  • Here’s a quick tip. Write your entire plan before you tackle the Table of Contents. That will help you save time on unnecessary revisions.

In a world where people have short attention spans, a short, easy-to-read Executive Summary is essential. So describe your business. Explain your motivation for starting it. Talk about the keys to your success. Then summarize the other major points in your plan.

  • One piece of advice. Try to keep your summary to just a few paragraphs. 

Of course, that may take some writing and revising time. And you may need help to hone it to perfection. But when you’re done, you will be able to clearly communicate the vision and strategy behind your business.

Don’t let the title of this section scare you. It’s simply a way to bring in some facts and figures from the local and national economy that support the business case for your business. If you’re a home builder, for example, population growth in your area would be a good fact to add. If you offer services to senior citizens, a statistic on the increasing number of local retirees could show that you have a real opportunity to grow your business in the future. With a little thought and research, you’ll have no trouble finding relevant economic data to include in your plan. In fact, here are a few great sources of information to consider:

  • The Small Business Administration
  • Economic data for the Greater Rochester Area (from ACT Rochester)
  • Census Data

You’ve talked about your customers, your target audience, the competitive environment and your location. Now it’s time to discuss another very important subject: your marketing plan. Your marketing plan covers the strategy and tactics you will use to get the word out about your business to your customers and prospects. So make sure you include the following information in this section of your business plan:

  • Your communication goals 
  • The key messages you intend to send to your customers and prospects
  • The specific communication channels you will use to reach your target audience. These channels can include everything from traditional collaterals like brochures and signage to print and online advertising, social media, your website, Search Engine Optimization, broadcast TV and radio, and more.
  • The estimated annual cost of your marketing efforts
  • The additional revenue you expect to generate once you put your marketing plan into action

No question about it. Marketing plays a pivotal role in business success. But first you have to develop a sound marketing plan. And put it into action.  Learn more at sba.gov .  

  • Income Statement
  • Balance Sheet
  • Cash Flow Projections
  • Operating Data
  • Personal Financial Statement
  • Debt to Worth Ratio
  • Gross Profit Margin

If you take the time to include all of this important information, you’ll be able to tell an effective story about your business to any target audience you have in mind, including investors, partners, prospective team members, and more.

But your plan also serves another purpose. It can help you get a business loan.

Of course, you’ll need to identify the specific amount you want to borrow and discuss how the money will help you achieve your goals.

You should also explain how the financial information in your plan gives a strong indication that you will be able to repay your loan while managing all of your other business obligations.<

No question about it. A sound business plan plays a major role in a prospective lender’s decision-making process. Consider it another important reason why you need a great business plan.

Ready to apply for a loan to help your business grow? Apply now !

Get the help you need to start your business plan today. Ready to start working on your plan? You’ll find links to a wealth of helpful resources in the business resources and tools section of this site.  For helpful and free business plan templates, you can download the  SCORE of Greater Rochester Business Plan Template  or check out a Step-by-Step Business Plan Tool on sba.gov . 

credit union business plan template

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It Starts with an Idea

All good businesses start with an original concept or idea, but sometimes your original idea doesn't make the money that you imagined. The idea may need some slight adjustment or even a major overhaul. What seems like a good idea one day, may not be such a good idea after time passes. Remember, the marketplace changes constantly and to be successful in business you must always keep coming up with new ideas.

Look Before You Leap

Before you take your idea to the next stage of development, it's crucial to analyze it from all possible angles to make sure you've thought of all possible scenarios. There's a lot of information and research available to you on market trends and other issues. A failed business can cost you a lot of time and money; it pays to do your homework.

Preparing a Plan

The final step before launching into action is to create a thorough business plan. This plan should be a summary of what you want to achieve with your business.

A well-written business plan can be very helpful to you on many levels. Firstly, it allows you to accurately determine the amount of money you'll need to start your venture and when you'll need it by. It will also help you to set short and long-term goals. These goals can be invaluable while getting started, and can also act as a reference guide to see if your business is on track as time passes.

Another advantage of a solid business plan is that it makes it easier for potential investors or lenders to see that you are organized and have thought things through completely. This demonstrates that you have good business management skills and are therefore a much safer bet with their money.

Lastly, and perhaps most importantly, a business plan allows you to identify your market, your customers and your competition. It can help you gain a competitive advantage and determine what strategies will drive you to succeed.

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Inbound Marketing & Sales Development Inspiration

4 Credit Union Marketing Plan Ideas + How To Take Action Now

Brian Marsh

Do a quick search for “credit union marketing strategies”, “credit union marketing plan” – or even “how to market a credit union”. You’ll find a lot of the same, thin recommendations over and over again.

Most articles focus on guerrilla marketing, direct mail, in-person relationship management, and other suggestions that are not even really strategies.

What’s not covered in depth is online marketing strategies for credit unions .

And that makes sense…

The financial industry is notorious for being slow to change. This is often thanks to old-school board members, compliance teams, and budget guardians who want proof of exactly what results they can expect before they're willing to try anything new. In fact, if you’re reading this then you’re probably already ahead of the curve. Nice work!

But, you came here for actionable strategies you can use for your credit union marketing plan, right? Before we get to those, let’s look at what exactly a “marketing strategy” means for the purpose of this conversation:

Credit Union Marketing Strategies

If you need help deciding how much to allocate to your digital marketing strategy, use this free calculator tool for an instant estimate of what your marketing budget should be based on a few factors.

In this article, we discuss four excellent credit union marketing strategies and how to take action with each one. For more credit union marketing inspiration and practical advice, visit our Credit Union Marketing Resources page.

Table of Contents

  • Content Marketing for Credit Unions
  • SEO for Credit Unions
  • Digital Advertising for Credit Unions
  • Marketing Automation for Credit Unions

1. Content Marketing for Credit Unions

credit union financial calculator example.png

Whether you budget for new content once a month or once every few days, having a plan behind the content you publish is critical for good organic rankings and a positive user experience.

Most credit unions will have 5-10 main products to produce content around with several other secondary products and services. 

Because the banking industry is so competitive, it’s important to have a comprehensive collection of resources to offer people – from those who don’t know your brand to your lifelong members.

The good news is you probably have a head start on these resources. Tools like loan calculators and easy-access pages like “rates” pages are just a couple of examples of resources that visitors often search for and depend on during their buyer’s journey.

But the different types of content you end up creating, tweaking, and perhaps even removing, will depend on what exactly you want to accomplish with your content marketing efforts. This is where the overall content marketing strategy can take your efforts in many different directions.

How to Take Action With Content Marketing

Improve user experience : One of the best reasons to implement a content strategy is to ensure that your site’s content is high-quality in terms of usability and helpfulness. The ultimate goal of a content marketing strategy is to answer the questions your target audiences have as it relates to your products and services.

Avoid publishing content that is low-quality and does not boost the authority or credibility of your website. In fact, continually producing content that does not read well, does not help the reader solve a problem in some way, or has other low-quality characteristics will decrease your ability to have a positive impact on users – which correlates with conversions.

One easy way to take action is to take inventory of your site’s current content – ideally with a program like Screaming Frog – to check for low word count pages. In the past, a few hundred words were sufficient for creating a successful blog post. However, in today’s competitive digital landscape, 1,000 words per blog post is the minimum (with exceptions) for your blog to be considered a comprehensive article.

Note: The page minimum of 1,000 words does not include service pages (such as an Auto Loans page) although they can be long, too. It all depends on what it takes to deliver your readers the best information.

An easy way to see how long your service page should be is to check the competition. If all high-ranking pages are around 500 words, that's probably where you'll want to land; if they're all 2,000 words then consider a page that's around that length (just make sure the content provides value to the reader!).

Once you've identified your low word count pages (those with less than ~500 words), ask yourself if the page can be added to or combined with another related page. If you find pages that have low word counts with good conversion data, especially landing pages, it’s okay to leave those alone or only make minor tweaks.

Achieve better organic rankings : Since ranking well for search engines is a top priority for most credit unions, consider keywords and user intent when building your content strategy.

Creating content that speaks to what your target audience is searching for (which you can identify with keyword research) is a great way to chip away at those organic positions and start to see improvements in organic traffic and conversions.

A simple and effective way to approach keywords and organic rankings is to choose one of your verticals – such as auto loans or credit cards – and create a plan specific to that vertical. Research and identify the popular keywords that people search to find information on those topics (e.g., best first credit card for young adults) and create content that targets those keywords. You can create blogs that provide the information the searcher is looking for, or you can add content to your relevant product or service pages that users will find valuable.

As you begin to put a content marketing plan together, it’s important to analyze your current performance metrics. Common metrics include organic search position, traffic volume, time-on-page, and engagement rate. These are all available through Google Analytics, except for rankings. You can observe your organic search positions in Google Search Console. The basic idea here is to look at these metrics before you start and document a baseline. You can then develop and implement your content strategy in an effort to improve those figures.

Once you’ve implemented your content plan around that topic, you can review the performance and tweak your next round of content based on what worked and what didn’t work.

Your Content Marketing Strategy

If you want to provide great resources online, convert users when they’re on your site, and rank well for search engines, you’ll need a strong content marketing strategy for your credit union.

It’s important to remember that content marketing is a long-term process. Yes, you can get quick wins here and there, but the real results come over time with committed work over the long haul.

If you’re just getting serious about content marketing, or you feel you need to make some changes, just be sure to document where your site stands today and make measured changes and additions to your content. After some time, take a look back to see what impact the content has had and keep after it with the new insights.

2. SEO for Credit Unions

SEO, or Search Engine Optimization, is a critical part of marketing. A strong SEO strategy can easily take your credit union from the middle of your competitors to the top.

In fact, that’s literally the goal: move your credit union from the bottom of the search engine rankings to the top of the rankings – ideally on page one of search engine results pages (SERPs).

Because SEO has such a major impact on business today, it has become a large category with different focuses, many different applications, and many more opinions on how it should be done.

There are a couple of specific “types” of SEO that are really impactful for credit unions; the two types we recommend you focus on are local SEO and technical SEO. Here’s a quick look at each one:

Local SEO Strategy

According to Moz , the goal of local SEO is to increase search visibility for businesses that serve their communities face-to-face. These can be brick-and-mortar businesses with physical locations, like credit unions, or service-area businesses that operate throughout a certain geographic area.

Local SEO includes everything from claiming a business listing to ensuring a franchise location appears in a local search on Google. It may also include managing online ratings and reviews, social media engagement, and more.

Why Is Local SEO Marketing Important for Credit Unions?

Having a sound local SEO strategy is critical for credit unions because you are competing in specific geographic locations. “Claiming” these local areas can make it both easier and harder to show up on SERPs.

It’s easier because it’s beneficial to have a specific area to link your credit union to. That makes it easier for search engines to determine that you are an appropriate result to show searchers in the areas you’re claiming.

The reason it’s harder is that most credit unions investing in marketing – particularly those that are working with a marketing agency – will be investing a good portion of money into local SEO, making it highly competitive.

Whether your locations are filled with competitors who are already doing local SEO or yours is the first to try, make sure your credit union is taking the foundational steps to show up in local search results.

Take Action With Local SEO

Get started with Google Business Profile : If you haven’t done so already, it’s critical that you get your credit union set up on Google Business Profile . If you’re unfamiliar with how to operate Google Business Profile, it’s worth asking a professional to assist you.

Schema Markup : Using and optimizing schema markup on your website is another excellent way to impact your ability to show up in local search results. Google, Microsoft, Yahoo, and Yandex actually collaborated to create a resource with schema protocol that would work for most major search engines online.

You can visit the resource site, schema.org , which provides everything from educational blog posts to templated schema code that you can apply to your own website (after customizing for your credit union).

Link-building and directory listings : Establishing a good foundation of links pointing to your website is really helpful for SEO. It can be great for local SEO in particular if you build links that are relevant to your credit union locations and service areas.

A great way to find local directories is to do a competitive analysis of the links that your competitors have and review them for any directory links. When you spot a directory that you’re not currently listed in, it’s often as simple as submitting your information. Many directories are free but some will require a fee.

Note : It’s very important to make sure the listings to which you are submitting are not spammy because adding spamming links to your site may have a negative impact.

You can also implement link-building strategies that do not include listings. These approaches often include guest-posting on blogs, working with reporters and online publications for relevant content, and more.

PRO TIP: Use services like Help A Reporter Out (HARO) to get access to reporters who are actually seeking out sources. It's a great way to acquire hyper-relevant links from authoritative publishers (sometimes as notable as The New York Times, Wall Street Journal, TIME, and more). Just be sure you request a link to your site when working with the reporters because they're not required to add a link but should oblige if asked. 

Where the listings approach can be quick and very location-specific, the non-directory approach tends to take more time and it will be tougher to get links that are both relevant to the financial industry and your location.

Technical SEO Strategy

“Technical SEO" is a broad focus within SEO. The reason there’s a lack of clarity is that SEO is already technical, so technically the line between “standard” SEO and the more technical approaches can be debated.

Econsultancy provides a nice analogy to explain what technical SEO is: Think of SEO as a train. You can have the best carriages (the content) you want, but if the engine (technical SEO) doesn't work properly, nobody will ride the train.

Technical SEO often includes knowledge of coding, a deep understanding of how search engines find and rank websites, what impacts page load speeds, and more.

Why Is Technical SEO Important for Credit Union Marketing?

As the analogy above implies, the rest of your SEO and website-based marketing efforts will always be limited if the technical elements are not sound. In addition to ensuring your engine is “running”, there are also many ways to optimize – or tune up – your technical SEO so it performs optimally.

Still not sure why technical SEO makes a difference? Here’s why: Google, and other search engines, put an increasing emphasis on user experience. The better experience you provide for a user, the more likely Google is to show your website.

That means the time it takes a website to load for a user is really important, for example. A difference of five seconds may not seem like much to you, but that’s a significant difference to Google (and users). Remember, you’re competing against many other credit unions who are likely providing similar content, so the more advantages you have over them the better your chances of showing up for searchers.

How To Take Action With Technical SEO

Site speed : The speed of your website is a critical factor for user experience. Luckily, there’s an easy way to get guidance for improving your site’s page speed.

site speed matters in marketing credit union

With the site speed test, you get a PageSpeed Score and a YSlow Score, and you’ll see the speed and load data of your site. It also lists the top issues with your site that you should resolve to improve its speed.

Meta tag optimization : Each page on your website should have a set of meta tags that help search engine crawlers interpret what your pages are about and what is most important on the pages. Meta tags can also help drive traffic to your website by appearing more relevant or appealing than the other search results (the title tag and meta description will show up in the results).

This type of technical SEO is well-known in the digital marketing and SEO world and marketers that provide SEO should have a complete understanding of how these work and how to implement them. The overall goal of optimizing meta tags is to:

  • Accurately explain what the purpose of your page is (and how it’s unique)
  • Include relevant keywords to increase the likelihood of showing up in relevant search results
  • Organize your content in a way that is logical and easy for users to navigate (creating a positive user experience)

Moz has a great resource for meta tags that you should read whether you are familiar with meta tags or you have no idea what they are. They update this resource every year, so you're likely to learn something new.

Your Credit Union SEO Strategy

Even though local SEO and technical SEO could be split up into two disciplines with enough work for most credit unions, you’ll probably be lumping these together as one overall SEO strategy. Assuming that’s the case, you’ll want to prioritize the most important and potentially impactful tactics first.

The best way to figure out what should get priority is to do an audit on your site. You can run the page speed audit, shared above, to check your website’s speed. If you have access to tools like Screaming Frog, you can crawl your site to identify technical SEO issues – such as meta tag errors.

Once you have a good overall picture of your website’s standing in each area, you can assess which places will provide the most opportunity.

3. Digital Advertising for Credit Unions

Before diving into the digital advertising tactics we outline below, take a second to watch this quick video for a preview of the most effective digital advertising tactics for credit unions.

But, what makes a truly effective advertising strategy?

Subscribe to Credit Union Webinar updates

To create an effective digital advertising strategy, the first step is to define your specific goals. When it comes to credit union advertising, there are typically two main objectives:

  • Introduce and sell products to potential (new) customers
  • Present and sell additional products to existing customers

Of course, these won't be the focus for all credit unions, but these are the two main objectives that we see most often. With that in mind, listed below are actionable tactics that support these two primary objectives.

Credit Union Advertising For Prospective Customers

The main thing to keep in mind when advertising to new customers is that people will usually fall into one of two buckets:

  • They're familiar with your brand (they drive by your branch every day, their sister banks with you, etc.) 
  • They know nothing about you

When targeting people familiar with you, there's an advantage. Brand recognition is incredibly valuable, which is why businesses pay for branding, so having established familiarity will bring you closer to a relationship with those potential members. If a potential member knows someone who banks with you, that's even better – it's like having a free testimonial.

The rest of your potential members know nothing about you. Think about it: There are a million other financial institutions out there and most look pretty similar at a glance. That statement tends to be even more true for credit unions, especially when terms like "financial credit union" or "federal credit union" account for half of the brand name.

So, while you know that your credit union is special, potential customers have no idea. Reaching your objectives with them typically takes a little more effort and the sales cycle is longer. Remember that they are not familiar with your credit union, so it's important to clearly communicate the advantages of banking with you. 

Knowing who you're talking to is half the battle and that puts you ahead of many of your competitors. Keep that in mind as we walk through the following digital advertising tactics for new credit union members.

Social Media Advertising

The 2022 CMO Survey by Gartner shows that financial institutions expect to spend 28.7% of digital budgets on social, search, and display advertising. When you advertise with social media, you get exposure at a time when people tend to be more open to new things.

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In addition to the audience's heightened receptiveness, the tools for audience targeting are becoming incredibly robust, making it easier to focus on people who may be interested in your products and easier to filter out those who you know won't be a good fit.

(Google) Search & Display Advertising

Leveraging search and display advertising tools – like Google Adwords – is not a new strategy as part of a credit union marketing plan, but it's still an effective one.

Google Ads

That's because running ads in the search engine results pages (SERPs) and on targeted websites is a great way to get returns on your advertising dollars.

Here are a few reasons why: 

  • Targeting : Google is known for its targeting capabilities. With these ad campaigns, you can target specific keywords, locations, times, and so on. These capabilities are far more advanced than those of traditional media. 
  • Traffic : It's easy to predict and monitor the exposure of your advertising. Google provides estimated traffic volumes to help you establish the best degree of targeting before you run your ads.
  • Budgeting : Google also makes it easy to adjust budgeting for your ads. Whether you're having success and want to increase your spending or you want Google to manage the spending for you, there are plenty of settings to help you configure your ad budget accordingly.
  • Testing : One of the best ways to get the most from your search and display ads is to test multiple versions of every ad you run. Constantly testing multiple versions of your ads will allow you to slowly improve your conversion rates over time, leading to optimal ROI for your ads. Google makes this easy.

Remarketing

Remarketing campaigns are a powerful way to advertise to visitors on your financial product pages, perhaps those who are shopping for the best rates as they shop for loans or savings products. Remarketing allows you to advertise to people who are actively searching for and interested in specific products or services. Continue to remain fresh in their minds with Google and social media ads related to the pages they visit. HubSpot provides helpful information on remarketing and retargeting ads or you can contact WebStrategies for assistance with digital remarketing or retargeting campaigns. 

Credit Union Advertising For Existing Customers

Now that we’ve covered advertising tactics for prospective customers, let’s discuss promoting additional products to existing members.

For the sake of brevity, we'll start by saying that you can leverage social media advertising, search & display advertising, and remarketing for existing customers just like you can for potential customers. 

However, the advertising we want to highlight here takes place on different real estate – your own real estate, in fact...

What we’re referring to is your website. 

If you're like most financial institutions, you get a lot of traffic to your site every day, mostly from customers logging in to their accounts. While you want to ensure that you're providing a great experience for your customers, you can also take this opportunity to introduce other products that they don't know about.

Banner Image Ads 

Since most of the visitors to your site are there to accomplish a specific task (typically to log in to their account), you'll only have a few seconds to get their attention with ads for other products. 

That's what makes banner image ads so powerful. You know the saying, "A picture is worth a thousand words" – well, it's true that you can communicate much more quickly with visual stimuli to help build your brand. 

Since most credit union’s homepages are built with a space for a banner image, it's easy to implement these large, hard-to-miss advertisements. 

But adding a banner image to your site is not the advice we’re giving here because most are already doing it. Our advice is to put even more emphasis on these ads. 

Most credit unions will put their most recent promotion there, or maybe include a few different promotions in a rotating banner image, and leave it.

But there should be more attention given to the performance of these advertisements. Here are a few ways to get more from your banner image ads: 

  • Test images . You should always be testing different image variations. Try the same image but with two different background colors or the same promotion but one with a person in the image and another with a family. There are an endless number of variations you can test over time to identify what works best.
  • Test calls-to-action, buttons, and other element locations . Just like you should test the images you use, you should also test the different elements that make up the complete image ad, like your CTAs and buttons.
  • Keep your image ads fresh . While you want your website to feel familiar and comfortable for users to navigate, you don't want your image ads to be too familiar. The more people see the same image ads, the easier it will be to ignore them. So keep your site updated with current promotions and new ads.

How Much Should You Spend on Advertising?

We've developed a budget calculator specifically for credit unions, offering guidelines for ad spend as well as for other segments of your marketing budget. Download your copy to calculate your budget in seconds.

Use the Credit Union Budget Calculator

Our article, How Much Should Credit Unions Budget for Marketing? also offers guidance on how to allocate your credit union's marketing budget. 

In many of these cases, you can leverage your existing resources to keep spending to a minimum. In other cases, you'll find that spending a little more can go a long way. 

Whichever route you decide on, remember to keep your campaigns fresh and continuously test your ads.

4. Marketing Automation for Credit Unions

Marketing automation has become an essential tool for credit unions to improve the member experience, operate more efficiently, convert more prospects, and grow their share of wallets. As credit unions attempt to remain competitive with large banks and FinTechs, consumers expect the customization, personalization, and quick access to information that automation can provide.

While many credit unions have dipped their toes into marketing automation with tools made specifically for the financial industry that were limiting and clunky, we've seen a huge shift in credit unions embracing more robust platforms that allow them to truly realize the full scope of what marketing automation can do.

How To Take Action With Marketing Automation

Figuring out where to start with automation can be difficult, but we have a host of resources about how credit unions can take advantage of the power of marketing automation. HubSpot delivers the most robust and integrative marketing automation for credit unions that we have seen, but there are other tools and strategies if HubSpot isn't feasible.

  • How Credit Union Can Leverage Marketing Automation
  • Most Popular Marketing Automation Tactics For Credit Unions
  • The Best Marketing Automation System for Credit Unions
  • Webinar: Marketing Automation for Credit Unions
  • HubSpot for Credit Unions

Leveraging HubSpot for Marketing Automation

Utilizing a tool like HubSpot allows credit unions to seamlessly interact with their members and prospective customers like never before. Gone are the days of manually communicating with your customers online - HubSpot allows you to fully automate communication channels such as emails and chats with members or prospective customers who are navigating your website. However, the communication capabilities of HubSpot only scratch the surface. Relationship management, data tracking and analysis, and countless other automation features make HubSpot a one-stop shop for having more streamlined control over your marketing initiatives. 

Using credit union member data to directly reach the next generation is a rich opportunity to build membership. Tools like HubSpot enable marketers to target families with 16-year-olds, for example, with ads for auto loans and student loans. WebStrategies is a Diamond HubSpot Partner and has helped credit unions across the United States to onboard HubSpot and leverage its marketing automation capabilities. We can help your credit union marketing team too. Or, if you use another CRM, WebStrategies has deep knowledge and experience with a wide range of tools to provide innovative integrated solutions to extract rich member data for your targeted advertising campaigns and full-funnel tracking .

Developing a Credit Union Digital Marketing Strategy

Every credit union is a little different – with different budgets , competitors, and unique business and marketing goals. For that reason, there’s no one-size-fits-all marketing strategy that will work for every credit union, every time.

At WebStrategies, we’ve worked with over 60 credit unions in the last 20 years and developed successful strategies for our clients. Every client is still unique, and our approaches change constantly, but we pull from our experiences and tailored processes to create and implement marketing strategies that are effective for any credit union, big or small.

If you're not ready to commit to a marketing firm then you can try the strategies and tactics listed above to find some success in one area or another.

To learn more about how we craft custom credit union marketing plans, contact us today at 804-200-4545 or visit our Credit Union Marketing Resources page.

Note: This post was originally published on May 28, 2021, with updates on July 13, 2022, June 9, 2023, and October 9, 2023.

Topics Credit Union Marketing

Brian Marsh

Digital Marketing Specialist

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