• Welcome.

    This is the discovery form for CU*NorthWests Marketing Assessment. Your answers help us build an honest picture of where your marketing stands today, where the gaps are, and what to prioritize first. The deliverable that comes back to you is a written assessment with current-state findings, a quick competitive scan, a readiness evaluation, and a prioritized set of recommendations. Yours to keep and act on, whether you continue with us or not.

    A few things to know before you start.

    This form is comprehensive on purpose. The more you fill out, the more accurate and useful the assessment will be. That said, you don't have to do it all at once, and you don't have to answer everything.

    • Time to complete: About 45 to 75 minutes if you fill out everything. Less if you skip what you don't know or if questions are hidden by conditional logic.
    • Save and return: The form remembers where you left off. Close it, come back later, pick up where you stopped.
    • If you don't know an answer: Skip it or write "not sure." Gaps in your data are useful signals for us. Don't guess.


    Honesty matters more than polish. If something is broken, half-built, or hasn't been touched in two years, tell us. That's where the real value lives.
    What you may want to gather before you start.

    You don't need everything in front of you to begin, but the form moves faster if you have a sense of the following. Anyone with marketing, operations, or analytics context can fill this out. It's normal to pull in your CFO, IT lead, or compliance officer for a few sections.

    • Recent member and asset numbers (most are in your call report or core system)
    • Loan portfolio mix and key ratios (loan-to-share, checking and loan penetration, PFI penetration if you measure it)
    • A sense of your top SEGs, dealer relationships, or niche segments if applicable
    • Names of your top 5 competitors
    • Your current marketing tools and what you're paying for them
    • Recent campaign results, if you track them
    • Your strategic plan focus areas and what your board cares about

    What happens after you submit.

    We'll review your answers within five business days, schedule a 30 to 60 minute follow-up conversation to fill in gaps, and deliver a written assessment within two weeks of the follow-up. Questions while you're filling this out? Reach out to your CU*NorthWest contact directly, or email us at marketing@cunorthwest.com. We'd rather you ask than guess.

  • Are you a currently running on CBX Core?*
  • Are you a currently CU*NorthWest client?*

  • Section 1: About Your Credit Union

    The basics. We use this to set context for everything that follows.
  • Field of membership type*
  • Core processor*
  • Are any platform conversions, mergers, or major operational projects happening in the next 12 months?*
  • Are you pursuing or considering any field-of-membership expansion, charter changes, or special designations?*
  • Does your credit union require translation or multi-language support*

  • People and Decision Making

    Who's involved, who decides, and how approvals work. This shapes how we'll operate together.
    • Primary Contact 
    • Format: (000) 000-0000.
    • Secondary Contact (optional) 
    • Format: (000) 000-0000.
    • Does anyone on staff hold a marketing-specific role?*
    • Who handles compliance review for marketing materials? 
    • Does your board review marketing performance? How often?*
    • What's your CEO's level of involvement in marketing decisions?*
    • Are there any agencies, freelancers, or vendors currently doing marketing work for you?*

  • Goals, Priorities, and Success

    What you're trying to achieve and how you'll know you've achieved it. The marketing plan we build together will be anchored to these answers.
  • Do you have current baselines for those numbers?*
  • What are the biggest barriers to hitting these goals?*

  • Members and Market

    Who you serve, who you compete with, and how you stand apart.
  • Do you currently have indirect member programs (through dealers for example)*
  • Are you currently engaging indirect members after funding?*
  • How do members and prospects typically find you?*

  • Member voice

  • Do you collect member feedback in a structured way?*

  • Products and Performance Data

    The numbers behind your member base. If you don't have these, your CFO, IT lead, or core support contact usually does. Where data is missing, that's a finding in itself.
    • Product Penetration  
    • Approximate count of dormant or inactive accounts 

  • Brand Foundation

    What you have to work with from a brand standpoint, and how confident you are in it.
  • Do you have a documented mission, vision, and values statement?*
  • Do you have a brand positioning statement or brand strategy document?*
  • Do you have a tagline?*
  • Do you have a brand guidelines document or style guide?*
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  • Logo file readiness*
  • Do you have a photography library you own the rights to?*
  • Are you considering a brand refresh in the next 12 months?*
  • Do you have member personas or audience profiles documented?*

  • Website and Digital Experience

    How do you show up online
  • Website platform / CMS*
  • Who maintains the site day to day?*
  • Is a redesign or migration planned or in progress?*
  • Does the site have product-specific landing pages? Example: a dedicated page for Auto Loans*
  • Online application availability*
  • How would you describe the online application experience?*
  • Lead-capture forms or contact forms*
  • Does the site have a blog, news section, or recurring content area?*
  • Top traffic sources*
  • Site search functionality*

  • Online Brand Reputation

  • Do you have a mobile app?*
  • Do you actively respond to online reviews?*

  • Analytics and Measurement

    Some of these are technical. If you don't know whether something is installed or set up, that's a useful answer in itself. Pick "Unsure" and move on - we'll figure it out together.
  • Google Analytics 4 (GA4)*
  • Google Tag Manager*
  • Google Search Console*
  • Google Business Profile*
  • Call tracking*
  • UTM tagging conventions*
  • Email platform analytics*
  • Social media analytics*
  • Do you have a marketing dashboard or regular reporting cadence?*
  • Can you tie marketing activity to funded loans, opened accounts, or new members?*

  • Marketing Technology Stack

    What you're paying for, what you're using, and where there's overlap or waste.
  • What types of tools do you have within your marketing stack that are not managed by another vendor or agency? (Check all that apply)*
  • Design and creative tools*

  • Current Marketing Activity

    What you're actually doing today, what's working, and what isn't.
  • How would you describe your marketing maturity today?*
  • Active marketing channels and cadence*
  • Do you have a marketing calendar?*

  • New member experience

  • What happens in a new member's first 90 days?*
  • Member referral program*

  • Frontline staff and operational channels

  • How involved are branch and call-center staff in marketing and cross-sell?*
  • Frontline marketing tools and enablement*
  • Owned operational channels*

  • Budget and Investment

    What you spend, where it goes, and what you're willing to invest going forward.
  • Approximate annual marketing budget (most recent year)*
  • Has marketing spend been increasing, decreasing, or flat over the last three years?*
  • Is there appetite to invest more if the right plan and ROI case are presented?*
  • Roughly what monthly investment range are you considering for Marketing-as-a-Service?*
  • Are paid media dollars (Google Ads, Meta, direct mail postage) included in that range, or budgeted separately?*

  • Compliance and Operating Constraints

    The rules of the road. Knowing these up front prevents friction later.

  • What You Need Help With

    Where to focus. Your answers here directly shape the priority recommendations in the assessment.
  • Which of these outcomes do you most want help with?*
  • Rows

  • Access and Logistics

  • Are you able to grant view-level access to the following during the assessment?*
  • Communication preferences*
  • Should be Empty: