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We're here to help! Please use any of the downloadable content below to plan and/or execute your communications plan as it pertains to the recent COVID-19 pandemic. Should you have any questions about these assets or need assistance formatting or personalizing them for your needs please contact Chief Experience Officer Nick Chiamardas at (850) 345-9944 or nick@thepod.agency

6 Things Credit Unions Should Be Doing With Their Marketing Right Now During the COVID-19 Pandemic
  • Develop a marketing contingency plan. 
    It's not enough to simply have a well-defined communication policy. In times of a crisis, the market is volatile, consumer behavior is unexpected, and the industry, in general, will face sudden fluctuations. Therefore, evaluate the current market scenario and predict short and long-term market behavior, and plan your marketing activities accordingly.
  • You need to choose the right communication channels to deliver information. 
    A dedicated webpage on your website to post updates regarding the crisis is a great way to provide relevant information and maintain an open line of communication with your market.
  • It’s time to take a professional approach to marketing communications. 
    The marketing and communications playing field has been reset. No longer can one take a casual approach to managing one’s brand or marketing initiatives. Crises such as the current COVID-19 pandemic will separate the pros from the amateurs. This will be an ongoing crisis that will not go away soon. Make sure that both your internal and external marketing teams are ready and on the same page.
  • When it comes to social media, it’s time to pause and reflect. 
    It’s time to take a professional approach. This is no time to be tone-deaf with posts that ignore the challenges being faced by your market. Remaining sensitive to their needs and doing what you can to assist them in ways that only you can is a great way to strengthen brand loyalty. Take a “we are all in this together” approach. Consider ramping up your digital member service efforts as more and more of your markets use that medium to ask questions, register complaints, and make requests. Find ways to deliver on your promise!
  • First and foremost, marketing strategies need to adjust. 
    The current pandemic will impact every sector and industry, including marketing, public relations, and social media. Take another look at the marketing campaigns that you have scheduled to launch in the next 90 days; do they still resonate given the current climate? Depending on the industry you serve, this might be a good time to go brand silent. Communicate only when absolutely necessary and in a way that is sensitive to your market’s needs and expectations. For example, make sure that any imagery you use takes the ever-changing environments that we live in into consideration; even imagery showing people hugging or in groups should be rethought. If you are currently contractually obligated to run ads on radio, TV, or the internet and unable to reschedule, perhaps consider donating that ad time/space to a local charity or organization working towards educating the public about the virus.  
  • Focusing internally is a great way to make the most of a brand quarantine. 
    A good strategy is knowing when to communicate and when to stay silent. When in silent mode, put that time to good use by working on those lower-priority marketing projects that always seem to get put aside. Perhaps some internal crisis communications will better prepare your employees for some of the questions they are having to field on behalf of your organization. Other things to add to the marketing to-do list might include: SEO optimization, PR materials (update bios, headshots, fact sheets, etc.), Website redesign or update, Update sales/promotional collateral. 
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*The Pod is providing these communication templates to your organization as a courtesy and for general informational purposes only. The Pod hopes that these materials will help you develop efficient responses to the COVID-19 pandemic, but before using these template materials you should first consult with your management and external legal and crisis communications advisors and follow any disaster and crisis communications protocols adopted by your organization. THE POD EXPRESSLY DISCLAIMS ANY WARRANTIES OF ANY KIND, EXPRESS OR IMPLIED, INCLUDING ANY WARRANTY OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULAR PURPOSE.