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Kelley Perkins Wins Marketing and Business Development Pro of the Year Award
Friday, October 27, 2017 6:50 AM

Kelley Perkins

At Thursday's Marketing and Business Development Conference, the annual Pinnacle Awards ceremony honored many marketers who exceeded expectations and stood high above the crowd. Perched atop that list is the Professional of the Year award, and this year the honor belongs to Kelley Perkins, director of marketing at GENCO Federal Credit Union in Waco, Texas.

The purpose of the award is to recognize an individual for outstanding work in credit union marketing, communications, and business development. The Cornerstone Credit Union League Marketing and Business Development Professional of the Year Award was created by the league and the Marketing and Business Development Council in 1993.

Upon being accepted as a nominee, Perkins wrote, "I am deeply honored by this nomination. Being selected as a nominee for Marketing and Business Professional of the Year is a great privilege. It has always been my goal to perform at the highest level in my field. Being selected as a nominee is a reflection of working towards obtaining that goal."

Since January 2012, Perkins has demonstrated a true affinity and passion for her marketing and business development role, not only at her credit union, but also through leadership involvement with the Cornerstone Credit Union League and in her local community. Her peers describe her as tenacious and energetic, as well as a "rock star."

Kelley runs a one-woman department for a $280 million dollar credit union, with five locations in two counties. She is solely responsible for the marketing, advertising, public relations, community involvement, local education, and representation throughout Waco and Lufkin.

She has created a whole new corporate culture for a team of 105 employees through employee motivation, organizing staff meetings and getting the staff personally involved with her promotions. She has brought not only financial results for the credit union, but an element of fun, excitement, and engagement for the employees.

During her first year running the marketing department, Kelley changed the credit union's brand and created the slogan “My Money, My future, My Credit Union." She completely redesigned the credit union’s website and established new branding guidelines.

In the last five years, Perkins can cite these achievements:

  • Credit union assets have grown from $223.7M to $$279.6M;
  • Membership has grown from 32,859 to 36,425;
  • Her campaigns have been recognized by the Cornerstone Marketing and Business Development Council Pinnacle Awards Program;
  • She was recognized and won a Pinnacle Award for "Complete Campaign" in 2016;
  • She embraces the “people helping people” philosophy by overseeing and participating in over 150 community events on an annual basis, including high school financial education, National Nights Out, and philanthropic and chamber of commerce events;
  • She has successfully launched 17 promotional campaigns that exceeded goals, including hitting first-time and all-time records on her credit union;
  • She has been recognized and published twice in the Seifer Report, a twice monthly report for financial institutions, for two separate campaigns: website re-design and auto blitz.

Perkins is an active member of the Waco, Bellmead, Lacy, Lakeview, and Hewitt Chambers of Commerce. She has been recognized in the "Top 20 under Age of 40."

Cornerstone offers its sincere congratulations to this credit union trailblazer!

"We are so pleased to congratulate Kelley Perkins for her achievements in marketing and business development," said Cornerstone Credit Union League's Mike Delker, senior vice president of credit union relations. "Her outstanding commitment to her credit union and to its members and the community sets her apart from the crowd. We are delighted to recognize her with the Professional of the Year award."