Member Spotlight: Susan Epperson

CUNA Councils
February 21, 2008 | COMMENTS

Susan Epperson has been called many things . . . but closed-minded is not one of them.

She has been called creative, crazy, opinionated, and yes, even stubborn. She's been described as a woman of vision, a woman on a mission, a woman in need of a decent pair of pants that fit just right and don't make her feel like Levis-Strauss is out to get her. She has been portrayed as a marketing poster child, a valuable contributor, an unnecessary overhead cost, and a revenue-generating machine. She has been cursed, praised, and occasionally sneered at for ideas that may soar with the eagles or stagger with the turkeys. She has been called a fighter, a brawler, a pushover, and a saint. She has never been called patient, but she did once wait five whole minutes for her husband to show up. She has committed accounting heresy by spending money, but she always calculates her ROI.

She once attended school in Highland Springs, Virginia, she once wore the purple and gold of JMU, and she once traveled the U.S. peddling drug-reference guides. She once worked for the devil because he had a fine dental plan and a 401(k) package, but eventually she came to her senses and returned to the world of credit unions. She believes in the member and the importance of catching the public's attention.

Her wild boys call her "Mommy." Her husband occasionally calls her "Sue," and sometimes, by accident, he calls her by the cat's name. Her mom calls constantly, her dad calls her his "little girl," and her brothers call in the middle of the night. You may call her what you wish as long as it isn't closed-minded.

As vice president of marketing for Henrico Federal Credit Union in Richmond, Susan and her Uber-Coordinator, Elisabeth, are responsible for all aspects of marketing and PR for Henrico, including research, strategic planning, promotional planning, layout, design, copywriting, and web development. Susan's responsibilities also include member service training and development.

Biggest challenge

Making good on our promise of exceptional service in EVERYTHING we do. That commitment bleeds into EVERY aspect of the credit union.

Best advice

You laugh or you cry. That means that you choose your attitude. And that choice makes all the difference.

Greatest benefit of Council membership

Having a resource like the Council available a moment's notice is so helpful. We have to work fast, and the Council resources help us maintain our speed.

Best part of my job

I work with an amazing, supportive, and encouraging team. They care about the credit union, and they're always trying to do the "right thing." You don't find that kind of commitment and support everywhere.

Hardest part of my job

Trying to cram ten pounds of activities into a five-pound bag. We're constantly looking for ways to do more, stay focused, and be creative in a finite time. No magic bullets yet, but we're tenacious.

Success story

Pie charts. In an effort to appeal to the "visual learners" in marketing, we created pie charts to break down how much time we are (and should be) spending in each area. The charts have really helped us stay focused and not get hijacked by a project or idea that sounds good at the time. The pie charts slow us down enough to ask, "Is this really important enough to add to our mix?"

Biggest misconception about what I do

Anyone can do marketing.

Hobbies and interests

Swimming, jewelry-making, altered book creation, anything with husband and my boys.

Life goal not yet accomplished

Growing old with my husband in a house at the beach.

Something that always makes me laugh

Hearing my husband, my three-year-old, or my four-month-old giggle.

Favorite quote

"If we couldn't laugh we would all go insane" (Jimmy Buffett).

What's on your iPod or MP3 player?

If it's got a good beat and pumps me up, I like it! You don't have to be an exceptional musician; you just have to make me happy. I've got everything from Cowboy Mouth to Tenacious D to Elvis, Missy Elliott, and the Barenaked Ladies.

How would you explain the credit union difference to people who have only known banks?

I'd bring those people to our offices and let them watch how our staff takes care of, and sincerely shows interest in, our members.