Targeting the right prospect with the right messaging and creative can be a differentiator that sets your credit union apart from the competition. But, first and foremost, your acquisition approach must align with your goals and capabilities.

In her article, Harland Clarke’s Rachel Stephens explains how, thanks to 21st century technology and algorithmic processes, targeting has gotten both easier and more complex — and why the most successful acquisition programs begin with answering some very important questions about the financial institution itself before addressing the consumer market.

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