NORTHGLENN, Colo.-Horizons North CU remade its marketing department once, lost focus for a while, then got it back.

Thanks to sharp increases in its loan and checking penetration after instituting a cohesive marketing plan, the $64-million CU is a winner of a Credit Union Journal Best Practices award. Krista Burnell, business development director for Horizons North, said the CU's experience with marketing best practices has taught it the only "magic bullet" in CU marketing is a strategic, disciplined, consistent effort with buy-in from all levels of management. The marketing budget has increased to $122,950 in 2010 from $52,000 in 2007.

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