Charlie NSPNSP

Guest Blogger: Charlie Yenni, Northern States Power St. Paul Credit Union

Last September, our credit union held our strategic planning session and came to the conclusion that our focus needs to be our membership base. We also have concluded that in order to have the right message, we needed to go outside and find a strategic partner to deliver that message. I believe that the success of any organization is knowing your audience and being able to deliver on their needs.

NSP is a closed-SEG, so we are not able to market through channels such as TV or radio. However, the biggest benefit we do have is that we are exclusively for Xcel Energy employees, retirees, and their families, which means that we are able to target our efforts through geo-fencing and social media. Our goal for 2018 and beyond is to gain a net of new members per month through marketing and I believe that with the right messaging and marketing placement, this is possible.

We have also had success this year opening new rewards-based checking accounts, using the cross-selling feature in Sharetec. That, and having a dedicated workforce who knows how to deliver that message of benefits has made this goal successful.