|
As the parent association of nonprofit consumer counseling
agencies, the National Foundation for Consumer Credit (the
original name) is the nation’s oldest and largest organization
providing money management counseling and education services
to consumers. But NFCC faced several challenges:
- Large, well-capitalized private firms were aggressively
selling debt refinancing — for example, in direct-response
TV commercials. These firms posed a challenge to NFCC’s
core “business” of serving more than a million
consumers nationwide.
- Some NFCC member agencies were losing market share. For
some of them, it was an issue of survival.
- Consumers lacked awareness of the long-term advantages
of working with a person-to-person counselor at an NFCC member
office, instead of getting a quick fix from a faceless salesperson
on the phone.
NFCC originally came to Boscobel for help with producing a
marketing plan to address the situation with member agencies.
But could a marketing plan alone do what was really needed? More...
|
