Annotated Bibliography
Trends in my Profession: Credit Unions
Teresa Watkins
February 26, 2016
NAICS Code for Credit Unions 522130
It is important for my organization to have the ability to provide online services to our membership. Most importantly for convenience, online services allow members to manage their accounts, conduct transactions, and stay informed of their account status. We must remain competitive, as there are many credit unions to choose from. We can begin with creating a brand that is unique; one that is associated with education, customer service, excellence, and empowerment.

Annotated Bibliography
Lucas, P. J. (2000). Where Do CUs Really Lag? Service To Women. Credit Union Journal, 4(50), 4. This article explains how credit unions are behind the curve in understanding of the power of marketing to women. Studies listed show that women are more likely than men to use the services of their financial institution than a brokering firm. Credit Unions can use the information provided in this article which explains that women are educated, equally compensated, and more willing than men to change to a financial institution that provides the services they are seeking. Studies show that call inquiries into credit unions are more from women than men. This study and others are from Female Demographics. There is another study to support the findings in this article by Raddon Financial Group. The information provided was helpful in understanding why marketing to women would be beneficial.
Freeman, L. (2005). Why It Should Be Women & Kids First At Credit Unions. Credit Union Journal, 9(14), 11. This article was in the credit union journal which is a well-respected journal in the credit union industry. The articles written in this journal are trusted by many in the industry. The article explains the importance of creating a brand that has substance and meaning to your members. Creating a brand as such will make others want to be a part of it. It names many companies that have built a brand strong enough that contributes to their overall success. It also explains that in addition to building a strong brand; credit unions must understand who should be their target market. With more women in control of household finances, they are who credit unions should market to. Many credit unions have accounts geared towards children, however many branches are kid friendly and should consider created an environment that’s inviting; offering products for children and giving rewards if the parent opens the product.
Dernovsek, D. (2000). Marketing to Women. Credit Union Magazine, 66(10), 90. Hill, S. ( 2002). Sixty Trends in Sixty Minutes. New York This article explains why credit unions should market to women. It shows that the majority of household and financial decisions are made by women. It gives additional reasons why such as; women shop online more than men, and they are more likely to pay the bills. It further explains how a credit union should market to women. It enlisted help from NetSmart America, a research firm and Envirosell, a marketing company for statistical information. The article state that women care about how they will be served, how accommodating the credit union is to their children, want to feel appreciated and what can be done for them during each stage of her life. The information was helpful as it listed who and why credit unions should market to. It gave examples of changes specific credit unions made and how they contributed to the credit union’s success.

Popcorn, F. (2000). Eveolution: The Eight Truths to Marketing to Women. New York :Hyperion This book discusses how women make the majority of finance decisions. It explains that organizations who market to women will see an increase in success and having lasting relationships with women. The book explains the differences in conducting business with women and men; how women shop differently. It includes statistics and studies that support its claims. It is written with businesses and organizations in mind; teaching what they must do to see an increase in sales and loyalty. It uses major corporation’s changes in marketing as examples of how those changes were beneficial to the corporation. The author is a self-proclaimed futurist and CEO of a marketing firm whose primary focus is noticing future trends.
Hill, S. ( 2002). Sixty Trends in Sixty Minutes. New York This book was authored by a marketing expert who writes about the trends of the future and which trends to look out for. This book shows the difference between the current craze and reputable trends. It show how if used in the proper way, marketing trends can have a lasting impact on a business. The author offers ideas on workshops for business leaders to use to teach their workforce valuable marketing tactics that they would otherwise pay a significant amount for. Business leaders can get an advantage in learning future trends before their counterparts which will give them a head start in their industry. It gives leaders insight on the consumer with facts and statistics. The author also explains managing your brand and how to develop your products for the future.
Arnold. (2000). Online Marketing Tactics. Credit Union National Association Marketing & Business Development Council This article is especially helpful for credit unions looking for information regarding marketing for the industry. It states how new marketing tactics are required because of the huge impact technology has with consumers. It gives a step by step instruction on how to begin and build from your comfort zone. Consumers expect their financial institution to provide everything they need online at their convenience. This article shows what credit unions need to think about regarding online marketing and which technology is currently trending because credit unions are still using tactics from years passed which is ineffective. Online marketing will remain true to the credit union’s brand and message but will offer information at the consumer’s fingertips when they are ready to view it.

References
Lucas, P. J. (2000). Where Do CUs Really Lag? Service To Women. Credit Union Journal, 4(50), 4.
Freeman, L. (2005). Why It Should Be Women & Kids First At Credit Unions. Credit Union Journal, 9(14), 11.
Dernovsek, D. (2000). Marketing to Women. Credit Union Magazine, 66(10), 90.
Hill, S. ( 2002). Sixty Trends in Sixty Minutes. New York
Popcorn, F. (2000). Eveolution: The Eight Truths to Marketing to Women. New York :Hyperion
Arnold. (2000). Online Marketing Tactics. Credit Union National Association Marketing & Business Development Council