You’ve been the lone(ly) Marketer for too long
I remember developing a full communication website over a weekend because a major change was happening, but marketing was brought in at the 11th hour (a bit past the 11th hour, if I’m being honest). No one really thought about the impact of marketing and communications. They were deep in systems and how this change would work internally.
Sound familiar?
You're the marketing department (all of it).
Or you're part of a team that's stretched thin.
Outside your realm, no one truly gets what you do. You juggle endless requests, scramble to prove ROI, and somehow make magic happen with limited resources and even less support.
I know because I've been there. The only marketing voice in the room, trying to explain strategic vision to those who see marketing as an expense rather than an investment. Meanwhile, you're drowning in demands, overwhelmed by impossible deadlines, and wondering if anyone truly understands the unique challenges of credit union marketing.
That ends today.
Kail Gavelin,
Member Service Supervisor
Lafleche Credit Union
We’re often juggling a lot with a small team, or in my case, as a team of one, and it can feel like you’re figuring everything out on your own.
In just one meeting each month, I’ve gained fresh perspectives and valuable ideas that I’ve been able to apply directly to my work. The group brings together a great mix of experience levels and there's something to learn from everyone.
Terri Roulette
VP, Brand & Marketing
Stride Credit Union
I joined the into the blue collective because connecting with other professionals in the credit union marketing space is such a valuable way to share knowledge, exchange ideas, and discover what’s working well for others.
The group has been an affirming, supportive space where insights flow freely and solutions often emerge from unexpected places.
Jasmine Kravanya
Marketing Coordinator
Weyburn Credit Union
The biggest value so far has been hearing how other credit unions do things and starting to implement those ideas within our team. The energy of the group is exciting, curious, and very supportive — and because it’s tailored specifically to the credit union environment, every conversation feels relevant.
I’m especially looking forward to guest speakers Lyanne is bringing in; there are some big names and powerful learning just beginning to unfold.
The Community You've Been Missing
into the blue is more than a community. It's peer support, an idea lab, professional development and the marketing team support system you've always wished you had. Built exclusively for Canadian credit union marketers by someone who's spent 30+ years in your shoes.
What We're Rebuilding Together
Remember when credit union marketers had strong support networks? When we shared campaigns openly, strategized together, and had provincial and national resources dedicated to our success?
In fact, my own success was largely supported from the network of peers who supported each other in this industry.
That world has largely disappeared.
I've watched brilliant marketers struggle in isolation, reinventing wheels that someone across the country already perfected.
It's time to bring that back with a modern approach designed for today's challenges.
The Daily Realities We All Face
That time when a leader dropped by my office at 4:45 pm on a Thursday to say, "I just came from a management meeting, and we've decided to run a mortgage rate promotion. Can you put together communications by early next week?" And I had two other campaigns already in production. Oh boy....
You're nodding because you live this reality too:
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The End-of-Day Surprise: "The branch needs posters for tomorrow's event. Can you whip something up?"
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The ROI Interrogation: "What exactly did we get for all that marketing spend last year?"
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The Strategy Squeeze: Planning reactively because there's never time for proper strategy
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The DIY Learning Curve: Teaching yourself the latest marketing techniques while implementing them simultaneously
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The Resource Gap: Expected to deliver big results with a miniscule budget
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The Department Disconnect: Working with teams that don't understand marketing
This isn't just frustrating. It's preventing you from making the impact you know is possible for your credit union and your members.
If nothing changes, next year will look exactly like this one. Scrambling for resources, reacting instead of strategizing, and still feeling alone in the fight. The cycle won’t break unless you do something different.
Your Marketing Transformation Starts Here
Where you are now
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Disconnected from other credit union marketers
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Isolated on your own island
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Overwhelmed by endless research and fear of missing out
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Uninspired and hesitant to try new approaches
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Reinventing every campaign from scratch
Where you'll be
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Connected to marketers who get it, no translating required
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Surrounded by people who already understand your world
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Informed by insights curated for you, not another research rabbit hole
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Inspired and ready to try the fresh approach instead of playing it safe
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Building on resources that already worked in credit unions like yours
How it happens
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Monthly virtual meetups, so you're never solving this alone
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Below the Surface sessions, twenty focused minutes on a tool or resource you can use right away
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Fireside chats with live Q&A, recorded for anyone who can't make it live
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Discovery Demos, no-pressure looks at vendors and tools before you commit to anything
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The full archive, every session and template since launch, yours from day one
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Monday morning recap of the week before, so missing a call or post doesn't mean missing out
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Member-only exclusive programming throughout the year, like our website agile working session
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Annual campaign blueprint, built from what members vote on
What Membership Includes
Community Connections That Matter
Access to credit union marketers who get it. People who know exactly what it's like to be handed a mortgage promotion at 4:45 on a Thursday and asked for creative by the following week. Our private community platform is a safe place to talk shop, ask questions, share resources, and solve problems. And in our virtual meet-ups, you'll build real relationships with people doing the exact same job you are, somewhere else in the country.
Expert-Led Sessions for Your Specific Challenges
When there's something new coming down the pipe, or you need to sharpen a skill, you'll learn directly from experts on topics you care about.
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Fireside chats. Outside experts share their knowledge and take your questions live.
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Below the Surface. Twenty focused minutes each month on a tool or resource you can put to work right away.
Annual Campaign Blueprint
Each year, members vote on a campaign focus (such as mortgage acquisition, member retention, financial wellness), and you'll receive a comprehensive, fully customizable campaign plan built from deep research that informs your product and creative development. Last year's Young Adult campaign is already in the archive and ready to use today. This year's focus is being voted on now.
Annual Marketing Environmental Scan
Every fall, just in time for your planning cycle, you'll receive a detailed marketing environmental scan that gives you (and leadership too) the insights you need to make smarter decisions and stay ahead of industry shifts.
Discovery Demos
Ever been curious about a tool or vendor, but held off because you didn't want to open the door to sales emails and follow-ups before you're ready? Discovery Demos give you a clear, no-pressure look at tools, platforms, and partners, so you can ask questions and see what's out there, with no commitment and no list you didn't ask to join.
Research and Resources, Ready When You Need Them
A growing link library for faster research, plus in-depth pieces like our Digital Competitive Analysis of sixteen Canadian financial institutions and research summaries built from sources like Ipsos, Bank of Canada, and Equifax. New research added as it's ready.
Everything Since Day One
Join today and get instant access to every session, recording, and template since we launched in May 2025. You're not starting from scratch, you're starting with everything.
Exclusive Training Discount
A 10% discount if you're ready to go deeper. The Marketing Strategy Playbook is our full strategy program, and members get preferred pricing when they're ready for that next step.
Ready to stop going it alone?
$190.25/month or $1,920.25/year
(Save $362.75 with the annual option)
Pricing is in Canadian dollars
This Is For You If:
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You're looking for peers who understand the unique challenges of credit union marketing
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You're constantly balancing multiple priorities with limited resources
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You struggle to measure and communicate the value of your marketing efforts
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You need strategies that work specifically for credit unions
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And most importantly, you are a collaborator, ready to share what you know and learn from others in return
This Is Not For You If:
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You're looking for generic marketing advice without credit union context
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You prefer working in isolation rather than collaborating with peers
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You're not planning to attend live sessions or take advantage of the resources available to you
A Promise From Someone Who's Been There
I've spent over 30 years in the credit union industry, experiencing firsthand the transition from robust community support to near-isolation.
I've seen brilliant marketers struggle with challenges that could have been solved with a single conversation with the right peer.
into the blue isn't just about networking. It's about the 4:45pm Thursday asks, the budget you have to defend, the campaign you're building alone. It's about having someone to call, whether you're stuck now or trying to stay ahead of the next thing.
Lyanne Campbell, founder of into the blue
Frequently Asked Questions
Who is “into the blue” designed for?
Canadian credit union marketers who want practical resources and peer support, whether you're a team of one or part of a larger department.
How much time commitment is required?
The core commitment is a 45-minute monthly virtual gathering. Everything else (the discussion board, resource library, and expert sessions) is available on your schedule.
I'm a team of one. How will this fit into my busy schedule?
Everything is designed for busy marketers. All expert-led sessions will be recorded, resources are available on-demand, and the discussion board allows you to get quick answers when you need them most.
How is this different from general marketing communities?
Every resource, discussion, and expert session is focused specifically on credit union challenges and opportunities, No translating from other industries required.
Is there a code of conduct?
Yes. We’re all about support, solutions, and respectful dialogue. That means no unkind remarks, and absolutely no poaching or under‑cutting fellow members. Anyone who breaks these ground rules may be removed from the community without a refund.
What tech do I need?
A modern browser and Microsoft Teams (free) for live calls. All resources are PDF or editable docs you can download.
How can I demonstrate ROI to leadership?
Track the hours your team saves using ready‑made tools instead of building from scratch, and multiply by your hourly wage. Pair that with improvements in campaign results (e.g., higher response rates from tactics learned in the community). Present these efficiency gains and performance metrics in your quarterly report.
Can multiple team members use one membership?
No, each membership is per individual who can participate fully in discussions and calls. However, templates and scans can be shared internally, amplifying the value across your department.
How will a membership pay for itself?
A single template, campaign idea, or peer tip that shortens project time by even one hour can cover a full month’s fee. Add in the 10 % discount on the Marketing Strategy Playbook cohort and guest‑expert sessions you’d normally pay hundreds for, and the return quickly outweighs the cost.
What tangible resources do we receive?
Members get immediate access to:
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A growing link library for faster research
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Plug‑and‑play templates (campaign plan, evaluation, personal finance tracker)
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Monthly Meet-ups, 45‑minute networking calls with credit‑union peers
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Fireside chats with guest speakers on high‑impact marketing topics, live Q&A included
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Annual Marketing Environmental Scan
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Discovery Demos, no-pressure looks at vendors and tools
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Monthly Below the Surface, twenty focused minutes on a tool or resource
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Full archive access, every session and template since we launched in May 2025
What if I decide to leave?
You can cancel at any time, and your membership will simply run until the end of your current billing period (monthly or annual). Payments already made aren’t refunded. If you decide to return later, you’ll rejoin at the standard rate in effect at that time.
Is the cost eligible as a professional‑development expense?
Yes. Most credit unions categorize community memberships, templated resources, and ongoing training under professional development. Provide leadership with the invoice and this FAQ when seeking reimbursement or budget approval.
Stop Going It Alone!
Marketing is hard enough - doing it alone makes it even harder.
Join a network of peers who’ve been where you are and know how to help.