Being Remarkable

February 20, 2013

by Alycia Majorkiewicz-Ata

Speaking with Alanna Dyani, Manager of Marketing of Central 1 Credit Union, BCAMA Marketline Committee volunteer Alycia Majorkiewicz-Ata discovered that she, too, can “Be Remarkable”. Alanna provided a sneak peek on just what to do when marketing formulas fail.

Remarkable. Just one word, but packed with so much meaning. And according to Alanna Dyani, Manager of Marketing at Central 1 Credit Union, it’s easy to be remarkable, especially if you’re a member of a credit union. With a goal of connecting with a new, youthful audience, being remarkable was Central 1’s platform to capture this group, which would help ensure the longevity of credit unions.

After some in-depth research, Central 1 discovered that if the Credit Unions of BC were to continue their existing and somewhat predictable marketing strategy of increasing share of wallet among the 30+-year-old market, they would be at risk of losing half of their 1.6 million members over the next 30 years, simply due to old age. To prevent this fate, they needed to increase their share of market with young adults.

Central 1 is the central financial facility and trade association for the credit unions in BC and Ontario, and the steward of the Credit Unions of BC brand. “As the voice for credit unions, we knew something needed to be done to target and engage a younger demographic to build awareness of credit unions,” says Dyani.

Looking to their data, the proof was in the pudding. Dyani speaks to the importance of doing ongoing brand health research. “We consistently survey to determine the areas we need to focus on – where the gaps lie between ourselves and the banks. The gap we found was simply a lack of awareness and understanding about credit unions, especially amongst younger adults. It wasn’t that young people thought negatively about credit unions – they just didn’t know what we were.”

How to reduce the gap? The biggest challenge for Central 1 was education. “We needed to tell our story and frame it in a way that would be appealing to younger adults, focusing on the channels and mediums they frequent,” says Dyani. “In short, we needed to start the handshake with young people, and that is how our campaign platform took shape.”

Just how did Central 1 initiate this conversation? Well, you can visit for a sneak peek, but you’ll have to come to Succeeding When Marketing Formulas Fail, a BCAMA Evening Speaker Series event, from 6 to 10 pm on Wednesday, February 27th for all the juicy details. Join us at The Fairmont Hotel Vancouver for a remarkable evening of conversation.

Alycia Majorkiewicz-Ata (@alyciaata) is a member of the BCAMA Marketline Committee, dreams of being a foodie extraordinaire and is obsessed with Vancouver summers. She is currently Marketing Communication Coordinator at Port Metro Vancouver.