Marketer’s Edge Interview With Becky Freemal: Credit Union Rebranding

Marketer’s Edge Interview With Becky Freemal: Credit Union Rebranding

In this episode of Marketer’s Edge we’re talking with Becky Freemal , Chief Marketing Communication Officer at ValleyStar Credit Union, and the discussion focuses on repositioning and rebranding credit unions.

If your ad agency pursues clients in the credit union space, you’ll want to watch this episode.

A bit of background: across Virginia, ValleyStar Credit Union has served businesses and families since 1953.

They help their members get beyond the dry language of mortgages, loans, accounts and credit cards to focus on what they really care about – the house they’d love to own, the bigger car, the credit card that works with their lifestyle, reaching that goal of a law degree, owning a small business or a secure retirement.

Why Advertising Agencies Should Watch This Episode-Becky talks:

The recent (2021) launch of their credit union’s repositioning and credit union rebranding and what that has done to the performance of her business.

Her move from a storied career in journalism to the world of credit union marketing – and why she decided to leave television to run marketing for a credit union.

How her life as a journalist has made her a better marketer, and better able to tell customer stories in ways that are more impactful and believable.

Her advice to marketers looking to bring on a new agency and offers counsel to agencies looking to knock down her door and win new business.

A little bit about Becky:

All Data … Big Analytics … each data point has a story.

I uncover those stories, make sense of the numbers and comprehend the impact of each one.

Stories connect people, empower relationships, measure brands. I tell those stories. I connect those people and I build those brands.


You can also see our video series 3 Takeaways here. It’s our agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

If you’re looking for a more effective business development strategy, email me at lee@rswus.com. I would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.