An Audience-Based Marketing Strategy

To deliver valuable market insight and strategy frameworks, we began by evaluating customer perceptions. We also performed internal validation, asking stakeholders about believability of services, potential perception issues, and which issues mattered the most to customers. We helped CUSN structure an interview pool that provided a mix of credit unions—large and small, rural and urban. We also included cross sections based on employee title, gender, and generation. We interviewed dozens of customers and stakeholders while aiming to remain cognizant of differences among target audiences. These efforts helped CUSN obtain balanced feedback.