Lead with Strategy
Deliver with Confidence
Bring Clarity, Confidence, and Impact to Your Credit Union Marketing.
Stop juggling random requests and struggling for leadership buy-in. The proven playbook for credit union marketing professionals gives you the tools to validate your efforts, align marketing with business goals, and confidently lead marketing strategy.
Stop juggling random requests and struggling for leadership buy-in.
This proven Marketing Strategy Playbook gives you the tools to validate your efforts, align marketing with business goals, and confidently lead marketing strategy.
I am excited to put this plan into action and speak confidently about how this marketing plan will achieve business results for our Credit Union.
Phil Geusebroek, MBA
Marketing Director
Christian Credit Union
The strategic marketing plan has provided us with the why, who, what, where, and when for our marketing efforts.
Angela Reiter
Marketing Coordinator
Luseland Credit Union
*Phil and Angela's experience was in building their Strategic Marketing Plan, using the Marketing Strategy Playbook framework.
What you can expect
Comprehensive Step-by-Step Modules
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Clear, guided lessons to create your credit union’s marketing strategy from scratch—no guesswork required.
Actionable Templates
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Ready-to-use tools to save time and simplify your workflow. Just plug, play, and deliver results.
Instructor-Led
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Learn directly from an expert who’s been where you are. Practical, proven strategies tailored for credit union marketers.
Live Coaching sessions
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Weekly calls to ask questions, get feedback, and fine-tune your strategy in real time.
Break free from the overwhelm. It’s time to create a marketing strategy and framework that showcases your value, drives measurable results, and earns leadership support.
With the tools, templates, and expert guidance inside this playbook, you’ll transform how you work—and how your work is recognized.
Meet your Guide (and the developer of this playbook)
Lyanne Campbell is a highly experienced professional with over 28 years of hands-on experience within the credit union system. Lyanne has honed her skills in key areas including front-line member service, consumer and residential mortgage lending, mutual funds, sales and service training, leadership and management, data and analytics, and marketing.
With certifications including ACUIC (Management Studies), ACRML (Accredited Consumer and Residential Mortgage Lender), and CM (Chartered Marketer), Lyanne combines deep industry expertise with a passion for continuous learning. She’s also skilled in Mastermind Facilitation, equipping her to lead dynamic, actionable sessions for marketing leaders.
As the founder of blue dragonfly Marketing Strategies Ltd., Lyanne partners with marketing leaders to unlock their full potential. Her proven approach focuses on collaboration, actionable insights, and achieving bold goals. Under her guidance, teams build strategies that inspire action, align with business objectives, and deliver measurable results.
Outside of her professional endeavors, Lyanne’s holds a passion for aquatic fitness, well-being, and the outdoors. This, combined with her unique perspective and genuine desire to assist others, allows her to be an invaluable resource for leaders in any industry.
What You'll Learn
Build a marketing strategy that’s clear, aligned, and results driven. Learn to create a solid foundation, align messaging, engage stakeholders, and develop a strategic timeline with measurable metrics that prove success.
Phase 1: Establish Foundations
Lay the groundwork for informed decisions and smarter marketing strategies.
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Conduct Research: Uncover hidden insights to eliminate blind spots and strengthen your approach.
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Define Goals: Turn scattered tactics into a cohesive strategy by setting clear, aligned objectives.
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Outline Strategies: Create focused, actionable strategies—even with limited bandwidth.
Phase 2: Align Efforts
Streamline your marketing by aligning messaging, engaging stakeholders, and mapping out channels.
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Position Messaging: Strategically position your message for maximum impact and resonance.
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Engage Stakeholders: Collaborate with stakeholders to turn constraints into opportunities and gain valuable insights.
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Compile Platforms: Map out key marketing channels, audiences, and tools to boost efficiency and impact.
Phase 3: Set Direction
Take control of your marketing with a clear timeline, aligned budgeting, and measurable results.
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Outline Timeline: Build a prioritized marketing roadmap aligned with your strategic objectives.
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Set Budget: Show marketing’s ROI by budgeting with purpose.
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Establish Metrics: Track performance and demonstrate how marketing directly drives corporate success.
Wrap it up: Executive Summary
Simplify the complex with a strategic high-level summary that earns leadership buy-in. Learn to balance the right details with clarity, proving the value of your marketing plan while inspiring confidence.
Options and Pricing
Build-It: Digital Course Cohort: $2,995
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In this hands-on approach, you'll delve deep into every facet of creating your Marketing Strategy Playbook.
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For four months, you can choose to participate in one or both of 1-hour weekly virtual classroom sessions which connect you directly with Lyanne and other participants to ask questions, get feedback, and fine-tune your strategy in real time.
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Virtual classroom allows you progress at your pace, up to 6 months, which includes video instruction and task assignment.
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Available templates are provided that can be leveraged in future years.
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Start dates are February or October only.
Guided: One-on-One: $4,995
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This co-creation option pairs you directly with Lyanne who takes the helm on the Playbook creation, streamlining the development process while you take on the heavier lifting of research and budget spreadsheet development.
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Engage in weekly 1-hour strategy meetings for personalized guidance, updates, and task assignments, balancing structured learning with independent task management.
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Available templates are provided that can be leveraged in future years.
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This approach typically is 4 months in length, which allows you to balance your workload with this playbook development.
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​Start dates are dependent upon your needs and Lyanne's availability.
Full Service: One-on-One: $7,995
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This is the most effortless path, where you get everything from the guided option, plus Lyanne handles all research and spreadsheet development, ensuring a tailored, ready-to-use playbook. This option offers you substantial time savings.
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You will participate in weekly 1-hour strategy meetings for personalized guidance, updates, and task assignments, balancing structured learning with independent task management, without the heavy lifting on time-consuming tasks.
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Available templates are provided that can be leveraged in future years.
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Ready to implement, custom budget spreadsheet.
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This approach typically is 4 months in length, which allows you to balance your workload with this playbook development.
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​Start dates are dependent upon your needs and Lyanne's availability.
Frequently Asked Questions (FAQ's)
Who is the Marketing Strategy Playbook designed for?
The playbook is created for credit union marketing professionals who want to align their efforts with organizational goals, save time, and prove the value of their work.
What will I learn?
You’ll learn how to:
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Build a clear, actionable marketing strategy tailored to your marketing goals.
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Align your efforts with leadership priorities.
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Use templates and tools to streamline your workflow.
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Prove marketing’s value with measurable results.
How long will it take to complete the playbook?
Most participants complete their customized playbook in 3-4 months, but you’ll have access to all materials for 6 months to revisit content or catch up as needed.
Can I work with Lyanne one-on-one?
Absolutely! If you prefer personalized guidance, Lyanne offers one-on-one sessions to help tailor the playbook to your specific needs.
Can this playbook be a single source of truth for our marketing?
Yes! The Marketing Strategy Playbook is designed to serve as your go-to resource for all things marketing. It centralizes your goals, strategies, timelines, budgets, and metrics into one comprehensive plan, eliminating the need to juggle multiple files or locations.
By using this playbook, you’ll save time, streamline your efforts, and ensure everyone on your team is aligned and working toward the same objectives. It’s your one-stop-shop for marketing success.
Do I need a marketing background to benefit from this playbook?
Having a marketing background is helpful, but it’s not required. Whether you're new to the credit union marketing role or a seasoned professional, the playbook’s step-by-step approach is designed to meet you where you are and help you succeed.
How is the playbook structured?
The playbook is divided into three phases:
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Establish Foundations.
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Align Efforts.
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Set Direction.
Each phase includes lessons, templates, and practical exercises to guide you through creating your strategy.
What if I fall behind?
We understand life gets busy. That’s why you’ll have extended access to the course materials for a total of 6 months to work at your own pace.
How will this course help me prove my value to leadership?
The playbook provides tools to measure your marketing’s impact and communicate those results effectively. By aligning your work with organizational goals, you’ll gain the buy-in and recognition you deserve.
Can this playbook be used for onboarding and succession planning?
Absolutely! The playbook is a comprehensive resource that not only helps you build a marketing strategy but also serves as an invaluable tool for onboarding new team members and preparing for succession planning.
By documenting your goals, strategies, resources, and research in one place, the playbook ensures continuity and makes it easy for others to pick up where you left off.
Do I need credit union background to complete this playbook?
While having a credit union background can be helpful, it’s not required. If you’re new to the industry, having someone at your credit union to collaborate with or support you during the process can make the experience more effective.
Will I have access to live support?
Yes! You’ll have access to live sessions with Lyanne where you can ask questions, get feedback, and refine your approach in real time.
How much time should I allocate weekly?
Ideally, you should set aside 2 hours of focused time per week to work on the playbook. Some weeks may require more or less time depending on the tasks at hand, but 2 hours is a solid average. This approach ensures you can balance your day-to-day responsibilities while steadily progressing through the playbook and accomplishing your goals.
What makes this playbook different from other marketing courses?
This playbook is specifically designed for credit union marketers, focusing on practical, actionable strategies that address the unique challenges of your role, such as limited time, resources, and stakeholder alignment.
Unlike other courses that focus on theory and leave you to figure out development, this playbook guides you step-by-step to create a customized strategy tailored specifically for your credit union. By the end, you’ll have a fully developed plan ready to use—not just ideas to work on later.
How frequently should I update my marketing strategy?
Your marketing strategy should be reviewed regularly and updated as needed to reflect changes in your goals, audience, or market conditions. A good rule of thumb is to evaluate it annually and make adjustments as applicable to stay aligned with organizational priorities and ensure continued success.