MAC March 2026 Webinar
Tuesday, March 3, 2026
11AM PT/2PM ET
Personas with Purpose: Turning Member Mindsets into Media Strategies
Credit unions know their target audiences—but understanding personas takes that knowledge a step further. This session will explore the difference between defining a target audience and developing a persona, and why that distinction matters for today’s competitive financial marketplace.
We’ll share how credit unions can use personas to better align campaigns with the real motivations, behaviors, and needs of their members. From life stage and financial situation to cultural identity, we’ll demonstrate how personas provide actionable insights that influence not just media channel selection, but also product development, messaging, and overall member experience.
Attendees will leave with practical examples of how persona-based marketing improves acquisition, strengthens retention, and drives more meaningful engagement. The discussion will draw on current consumer insights and industry trends, showcasing best practices that any credit union can adapt to create more relevant and effective marketing strategies.
Presented by:
Larry Meador | CEO, Chief Strategy Officer
As Chief Strategy Officer, Larry focuses on understanding the consumer mindset and how life stages influence financial needs and decision-making. His work centers on translating economic trends, behavioral insights, and shifting consumer expectations into actionable strategies for credit unions. Larry leads teams in developing persona-driven approaches that shape digital member experiences, messaging, and media strategy—helping credit unions open new accounts, grow share of wallet, and strengthen long-term member relationships.
Chris Coppola | VP, Creative Director
Chris leads evok’s creative and interactive teams with a focus on how members make decisions and what motivates action across the financial journey. Working closely with credit union marketing and operational teams, he helps align creative strategy with product development and member experience. His work is grounded in consumer research and behavioral trends, ensuring creative and messaging are relevant, effective, and designed to drive meaningful engagement and membership growth.
Stewart Hill | VP, Media/Content Delivery
Stewart oversees media and content delivery for evok’s credit union clients, with a focus on performance, compliance, and measurable outcomes. He closely tracks media regulations, privacy requirements, and targeting limitations specific to financial services. Stewart specializes in applying personas to media strategy—helping credit unions understand cost-per-new-member acquisition, build attribution models across loans, deposits, and B2B segments, and continuously optimize KPIs in a complex, evolving media environment.
Niki Corbett | Senior Account Manager
Niki Corbett is a credit union marketing specialist who serves as a strategic partner to both marketing and executive teams. She works closely with clients to align business goals, personas, messaging, and media execution to support sustainable growth. Niki has played a key role in shaping evok’s Persona Workshops, helping credit unions translate member insights into clear priorities for acquisition, engagement, and long-term planning. Known for her collaborative approach and strong client relationships, she helps teams move forward with clarity and confidence.