MADISON, Wis. - Credit union differentiation strategies are on display in a new white paper from the CUNA Marketing & Business Development Council, "Blueprint for Member Growth: Creating a Strategic Business Development Plan."

Because many credit unions have been expanding their potential fields of membership in recent years, the Marketing & Business Development Council says an emphasis on business development can provide an "effective and cost-efficient avenue of introducing prospective members who may not be familiar with credit unions or the benefits of membership."

According to the council, this white paper presents four case studies on the various models that support business development: 1. connecting the credit union tradition of member service and education to new challenges in serving a diverse membership; 2. differentiating credit unions as financial partners to SEGs and their employees; 3. applying the concept of inbound marketing; and, 4. positioning new product lines and services.

CUNA Council members are eligible to receive complimentary copies of this, and more than 300 other white papers. The current white paper includes a sample of a "real world credit union strategic business development plan."

The paper is available online in the white paper section of

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