CFMP case studies
CFMP · Put your knowledge to work in context.
The Certified Financial Marketing Professional (CFMP) is a professional credential for marketing practitioners in banking, listed among the certifications offered by the American Bankers Association. It is aimed at bank and credit union marketers, communications managers, and product or channel managers who plan and execute marketing programs inside a regulated institution, and who need to pair marketing discipline with an understanding of the compliance obligations that shape financial advertising. The CFMP case studies are 5 cases and about 4,000 words.
1MidState Bank: A Three-Goal Plan That Cannot Be Funded
MidState Bank is a 1.4 billion-asset community bank with 18 branches and roughly 40,000 households. Its three-year plan, approved in March, sets three goals at once: grow households 12%, lift commercial loan volume 25%, and reduce the marketing expense ratio from 0.19% to 0.14% of assets.
788 words, about 4 min2Lakeshore Credit Union: When 62% Said Yes and 0.4% Applied
Lakeshore Credit Union has 142,000 members and 1.9 billion in assets. Last quarter it fielded an online member survey (n=913; 4.1% response rate) in which 62% of respondents said they would "definitely use" an instant personal loan product.
791 words, about 4 min3Northfield Bank: Funding $110 Million Without Buying It at the Wrong Price
Northfield Bank ( 2.6 billion in assets) must fund 110 million of loan growth over the next twelve months. Noninterest-bearing deposits are down 8% year over year and the loan-to-deposit ratio is 94%.
783 words, about 4 min4Riverbend Bank: $600,000, 240 Leads, Almost No Conversions
Riverbend Bank has allocated 600,000 to a 90-day campaign for a new small-business checking package. Last year's comparable campaign spent 70% on radio and highway billboards and generated 240 web form fills of unknown quality; branch staff reported "almost none" converted.
769 words, about 4 min5Summit Federal Credit Union: A Spring Push With Four Problems
Summit Federal Credit Union (NCUA-insured, 88,000 members) plans a spring acquisition campaign. The offer: "Free Everyday Checking" - no monthly fee if the member sets up a 500 direct deposit, otherwise 9.95.
869 words, about 4 min