Create Detailed Member Personas for Your Credit Union

Podcast Series- Part 2

About the Podcast

How do you become a smarter marketer? In this series, we explore what it means to effectively understand and apply timely and personalized data to build a marketing blueprint that will drive results and cultivate member engagement.

Part two of the podcast series is all about marketing personas. You may have heard them referred to as a “member persona,”“buyer persona,” or “content persona”—and that’s because they are meant to be personalized to YOU and your marketing strategy. In our case, we’re talking about credit union member personas. These are semi-fictional representations of your ideal member-based on market research and the real data that you already have.

  • Learn foundational tools to ensure your marketing efforts are timely, relevant, and engaging
  • Learn how to harness and ethically use your data.
  • Understand the marketing significance of taking the time to know and learn about your members and how to go about that process.

If you missed part one of this podcast series, catch up with the "Blueprint for Smarter Marketing."


About the Presenter

Andrea HegerAndrea Heger, SVP Sales & Client Services, Franklin Madison

Andrea Heger serves as SVP of Sales & Client Services. Andrea joined the organization in 2014 and is committed to the company vision of bringing best-in-class insurance solutions to credit union members through compliant and effective marketing campaigns and member servicing.

Prior to joining Affinion, Andrea spent 13 years at Wells Fargo where she held various roles of increasing leadership and responsibility related to marketing, insurance, advertising, and business development. An Iowa native, Andrea earned her Bachelor's degree in Journalism/Advertising at the University of Missouri, and her MBA from Drake University in Des Moines. Andrea holds Life, Accident, and Health insurance licenses in all 50 states, Washington, D.C., and Guam.