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Beyond Marketing Q

Credit Union business Case Study #1

Drawing in New Members Through a Self-Contained Subsidiary of the Credit Union

By Laura Enock

Attend a class at Harbor One U and you’ll never be subjected to a sales presentation or anything that promotes the people behind Harbor One U. That’s because Harbor One U is owned, funded, and staffed by a credit union: the $1.8 billion Harbor One Credit Union.

What would motivate a credit union to donate office space, personnel, and lots of time and resources to a community center if it isn’t actively using that community center for business development?

We had to know. And we had to know about the results of a venture of this type. Was it working? Were there bottom-line results you could include in an annual report or was it little more than a glorified community sponsorship?


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