Today's children and teenagers possess spending and saving power unparalleled in previous generations. Marketing to this group produces high-revenue, long-term relationships with low-risk members. This marketing handbook will help your credit union:

• Design effective products and promotions for the millennial generation
• Communicate effectively without falling into the \"cool\" trap
• Develop savings clubs, youth branches, and education programs
• Engage parents as partners
• Anticipate trends that will influence your youth marketing program
• Manage the transition from youth to adult member
• Measure the effectiveness of your youth marketing efforts

For many credit unions, identifying with Generation X has become a critical factor as they make their long-range plans and position themselves for the 21st century. This resource explores numerous issues relating to the Gen X market segment and helps credit unions develop programs targeted to Gen X members—ages 20 to 35. It includes educational and informational programs as well as services that will attract these members. The book also provides methods for communicating with Gen X, and case studies of successful marketing. It covers topics such as:

• The age ranges used in defining Generation X
• The characteristic, statistical and demographic information of Gen X
• Some specific marketing issues and practical ways to reach Gen Xers
• The importance e-commerce, Internet and other technologies
• The values and appeal of credit unions to Gen X
• The future forecast for this generation

If marketing is all about opportunity, the baby boomer generation is just about the biggest one ever to parade in front of your credit union. Boomers make up a large and desirable part of the target audience of most credit unions. Use this valuable resource to:

• Evaluate the numerical implications of this generation for your credit union over the next 40 years
• Get inside the heads of baby boomers to discover what makes them distinct
• Review credit union products to see which ones are most likely to appeal to boomers, and why
• Look at promotional ideas that have special appeal to baby boomers, both now and as they redefine late-life adulthood
• Study the effects of the \"graying of America\"
• Ease the transition of many baby boomers into the fifty-plus life stage
• Build broader relationships with baby boomer members by helping them simplify their lives

Your members over the age of fifty aren't just "silver" - they're "gold." And they comprise a diverse and active group of individuals that can't be pegged with labels like "seniors" or "matures." Marketing Across the Generations: Fifty-Plus, one of a four-part series, breaks down this larger marketing segment strategically and helps you:

• Focus on 3 critical subgroups: middle adults (50-64), late adults (64-79), and elders (80-plus)
• Create positive promotional plans that avoid terms such as "old" and "aging"
• Evaluate the many life stages negotiated by individuals in this age group
• Create convenient transaction opportunities for members no longer tied to employer groups
• Tap this vital segment for volunteer opportunities
• Ease the transition of many baby boomers into the fifty-plus life stage
• Train staff to maintain good relationships with these members