Life Stage Content Marketing for Credit Union

Lansing. Michigan, 2014 - Lake Trust Credit Union is one of the top three credit unions in Michigan.

They wanted to center their content marketing on the various life stages and financial needs of residents local to the area of Michigan where Lake Trust had a physical presence.

Mr Crisman, owner of Word Count Strategy, developed personas based on marketing research and implemented personalized website content that relied on website behavior that correlated to key target audiences represented by the personas. Appealing to and meeting the needs of Millennials, for example, was a key credit union goal.

Using these findings, Mr Crisman developed appropriate content for the union’s website, email and direct marketing copy utilizing key visuals and messaging relevant to the personas. 

The result – more focused and successful engagement with Lake Trust members.