Page 29 - 2021 CU Solutions Group Annual Report

CUSG MARKETING SOLUTIONS LLC,
2020 YEAR IN REVIEW

While navigating the sunset of the Sprint program, Marketing Solutions sought
to diversify its income and secure new anchor partners for Love My Credit
Union Rewards (LMCUR). Other new partnerships and investments reflect the
changing needs of credit union marketing efforts in 2020 and beyond.

Marketing Solutions rose to the challenge of increasing the value of the LMCUR
program as a membership enhancement tool for credit unions. Three new
partners are already addressing the changing landscape of buyer behavior and
priorities: TracFone, Carvana and IdentityIQ. For example, Carvana provides
one of the most promising emerging solutions for remote car shopping, buying
and delivery. Not only does this LMCUR partner give credit union members
an exclusive, best-in-market discount, but it also generates car loan leads for
participating credit unions.

In response to the credit union community’s desire for a deeper and more
nuanced member experience analysis, Marketing Solutions acquired MemberXP
in mid-2019. In addition to omnichannel member feedback collection, new
enhancements to the platform give credit unions the ability to tap into
unstructured data with open text analysis. Credit unions can evaluate millions
of words of textual feedback to quickly harness brand promoters and improve
specific member touchpoints.

®
The past year provided CUSG with the opportunity to invest in WHITE64 ,
an advertising agency CUSO owned by PenFed Credit Union, and offer their
marketing and creative services as part of Marketing Solutions. This very
promising, actively growing company offers award-winning marketing campaign,
design, digital, media, strategy and studio services.

As we move forward in 2021, we will continue to pursue marketing services and
tools that help credit unions grow their brand awareness and reinforce member
engagement and loyalty.

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