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Callahan & Associates launches product for CUs to manage brand reputation

Wed, Aug 2, 2017

Callahan & Associates is excited to announce the official launch of CUBrandMonitor, an all-in-one solution that helps credit unions manage their online brand reputation and increase their success gaining new members from local search.

CUBrandMonitor monitors reviews, rankings, online listings, social media mentions, and more for credit unions’ individual branches. A subscription to CUBrandMonitor also gives credit unions access to best practices and case studies focused on improving their online brand sentiment.

“We decided to purchase CUBrandMonitor because it gives our marketing department one place to manage all of the components of our online brand, and the reputation being built by members through social media and online reviews” said Michelle Silveira, Chief Marketing Officer at Jeanne D’Arc Credit Union. “As more members turn to online searches to vet products, we think it is important to have the ability to see what people are saying about our brand on the local level.”

Many chief marketing officers say they do not have a local search strategy and implementation plan even though studies show that 84 percent of Americans say online reviews have an influence on their decision to purchase a product or service (Opinion Research Corporation) and according to research from Convergys, one negative review can cost a company 30 new customers – which is why it is more important for credit unions to manage and maintain their online presence.

“Members search for their credit union by name,” said Alexandra Gekas, director of marketing and engagement at Callahan & Associates. “But potential members search for services and then vet local institutions via local search results and online reviews. Are you going to pick the branch down the street with a five-star rating and glowing recommendations or the one with a two-star rating and complaints about services and offerings? This is why it is more important than ever for credit unions to pay attention to what appears in search results and how their members are talking about them online. We are really excited to help credit unions tackle this continuously evolving online reputation challenge.”