Lead with Strategy
Deliver with Confidence
Bring Clarity, Confidence, and Impact to Your Credit Union Marketing.
The Marketing Strategy Playbook gives you a practical framework to connect marketing to your credit union’s goals, establish clear priorities, 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.
A closer look at the work
Working as a one-person marketing department comes with a unique set of demands and decisions.
This featured case study shares both the strategic foundation behind the work and the lived experience of what changed.
It includes a written case study and a 10-minute client interview that show how marketing strategy can bring clarity, confidence, collaboration, and a more manageable day-to-day role.
Kristin Olson, Marketing Officer
Crossroads Credit Union
Comprehensive Step-by-Step Modules
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Clear, guided lessons that take you step by step through the development of your credit union’s marketing strategy.
Actionable Templates
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Ready-to-use tools and templates that save time and can be adapted for your credit union year after year.
Expert Guidance
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Learn with guidance from someone who understands both credit union marketing and the broader credit union business.
Live Strategy Sessions
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Weekly sessions to ask questions, test your thinking, get feedback, and keep your Playbook moving forward.
Create a marketing strategy and framework that gives your work direction, connects it to organizational priorities, and provides meaningful ways to measure results.
With the tools, templates and guidance inside the Playbook, you’ll have a practical framework you can use to make stronger decisions, communicate priorities and demonstrate marketing’s contribution to the credit union.
Meet your guide (and the developer of this playbook)
With more than 30 years of credit union experience, Lyanne Campbell understands the credit union system from the inside out.
Her experience spans member service, consumer lending, mortgages, investments, sales, leadership, marketing and strategy. That broader perspective matters. She understands the products and services credit unions offer, the people delivering them, the business priorities behind them, and the realities marketers face trying to bring it all together.
As founder of blue dragonfly Marketing Strategies Ltd., Lyanne works with credit union marketers who want greater clarity, stronger strategic thinking and practical guidance they can put to work. She is also the founder of into the blue, a national peer community for Canadian credit union marketers, which keeps her closely connected to the challenges, opportunities and conversations shaping credit union marketing today.
Her professional credentials include ACUIC (Associate of the Credit Union Institute of Canada) through the Credit Union Institute of Canada and Dalhousie University; ACRML (Accredited Consumer and Residential Mortgage Lender), conferred jointly by the Credit Union Institute of Canada and Dalhousie University; and CM (Chartered Marketer) through the Canadian Marketing Association.
Lyanne developed the Marketing Strategy Playbook to help credit union marketers move beyond disconnected tactics and build a clear, strategic approach to marketing that connects directly to the goals and priorities of their credit union.
Ready to strengthen the impact of your marketing?
What you'll learn
Build a marketing strategy that is clear, aligned and results-driven.
Learn how to establish a strong foundation, position your messaging, engage stakeholders, prioritize your initiatives, develop a strategic timeline, and establish meaningful measures of success.
Phase 1: Establish Foundations
Lay the groundwork for informed decisions and a marketing strategy built on evidence rather than assumptions.
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Conduct Research: Gather the information and insights needed to better understand your organization, market and audiences.
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Define Goals: Connect marketing goals to your credit union’s organizational goals and priorities.
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Outline Strategies: Establish focused marketing strategies that provide direction for how those goals will be achieved.
Phase 2: Align Efforts
Bring the pieces together by positioning your messaging, engaging stakeholders and identifying the channels and resources available to support your strategy.
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Position Messaging: Clarify how your credit union and its products and services should be positioned for the audiences you want to reach.
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Engage Stakeholders: Bring key stakeholders into the process to gather insight, build alignment and strengthen implementation.
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Compile Platforms: Map the marketing channels, platforms and tools available to help you make deliberate choices about where and how to communicate.
Phase 3: Set Direction
TTurn your strategy into an actionable roadmap with clear timelines, an aligned budget and meaningful performance measures.
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Outline Timeline: Build a prioritized marketing roadmap aligned with your strategic objectives.
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Set Budget: Build a marketing budget that connects investment to your priorities and planned initiatives.
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Establish Metrics: Establish measures that help you monitor performance and demonstrate how marketing contributes to organizational goals.
Wrap it up: Executive Summary
Bring the key elements of your Playbook together in a concise executive summary that helps leadership understand your priorities, rationale, planned investment and measures of success.
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 participate in one or both weekly one-hour virtual classroom sessions to ask questions, get feedback and keep your Playbook development moving forward.
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You’ll have access to the virtual classroom for up to six months, including video instruction, task assignments and supporting resources, so you can progress at a pace that works with your workload.
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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 to develop your Playbook together. Lyanne guides the strategy and development process, while you complete the research and budget spreadsheet work specific to your credit union.
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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 option typically takes approximately four months, allowing the work to progress alongside your day-to-day responsibilities.
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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. You receive everything included in the Guided option, plus Lyanne handles the research and spreadsheet development, significantly reducing the time and effort required from you.
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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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A customized, ready-to-use marketing 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 (FAQs)
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 brings your research, goals, strategies, timelines, budget and metrics together in one place, creating a central reference point for your marketing work.
It can help improve continuity, keep priorities visible and make it easier for others in the organization to understand the strategy behind your marketing decisions.
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 digital 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 helps you connect marketing activity and investment to organizational goals and establish measures that demonstrate progress and results. It also gives you a clearer framework for explaining the rationale behind your priorities and decisions to leadership.
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 courses that focus primarily on theory, the Marketing Strategy Playbook takes you step by step through developing an actual strategy for your credit union. You finish with a working Playbook you can implement, review and update over time.
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.