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A member-owned financial institution, it serves 21,000+ members across 14 Southeast Minnesota counties with a mission of compassionate financial guidance. #### The Background The Promise Behind the Mission For most people in Southeast Minnesota, financial decisions feel anything but simple. Buying a first home, figuring out how to pay off debt, understanding why a credit score matters — these are questions that carry real weight. They deserve real answers. And for more than 90 years, First Alliance Credit Union has believed that providing those answers is not just good business, it's their mission. Founded in 1932 by Rochester city employees, First Alliance has grown to serve more than 21,000 members across 14 counties. It is the oldest credit union in Rochester, and its tagline "all for one" still means what it always has: that every member, regardless of their financial situation, deserves access to the kind of guidance that helps them move forward.  What makes that promise credible is not just history. It is the steady work of showing up: in branches, online, and across every channel where members go looking for guidance. For Jenna Taubel, Assistant Vice President of Marketing, that showing up has always been the job. But for a long time, the tools available to her made it much harder than it should have been. #### The Challenge Across Southeast Minnesota, members were searching. They were watching mortgage rates and wondering whether to buy or wait. They were carrying credit card debt and not sure where to start. They were asking about home equity, about inflation, about what it actually meant to build financial stability in an economy that felt increasingly unpredictable. The questions were real and urgent. First Alliance had the expertise to answer them but not yet the capacity to reach people fast enough or consistently enough to matter. Built to Serve Members: Bottlenecked by Slow Tools Jenna has built the marketing department with a lean team responsible for every campaign, every email, every social post, every piece of content, and every digital member experience the organization produced. The pressure was constant. Every department had requests. Every campaign had a stakeholder. And underneath all of it was a fundamental constraint: without the right tools, the team could produce volume or quality, but rarely both. Before HubSpot's AI tools, a single campaign took nearly eight weeks from idea to launch. A single blog post consumed a full day to research and write. Campaigns were reactive and driven by what a department needed that week, not by what members were actually asking about. What Was Actually at Stake The cost was not just internal. When campaigns were slow, content dried up. When content dried up, members went elsewhere for answers — to generic financial websites, to social feeds, to institutions with larger marketing budgets and less personal stakes in the community. First Alliance had a clear edge: trust, local credibility, 90 years of caring about the people it served. But that edge only reached members when the content reached them first. And reaching them first meant moving faster without losing content quality and brand trust. #### The Solution Members needed financial clarity and they needed it delivered in the formats they actually consumed. Not just email. Not just a website. Video, audio, short-form social clips, blog content built around the real questions people were typing into search engines at 11pm. First Alliance knew this. What they needed was a way to produce all of it fast enough to actually matter. One Piece of Content, Many Conversations The shift started with a reframe. Instead of treating each channel as a separate production effort, Jenna's team rebuilt their content operation around a single source: a long-form video podcast, released every other week, featuring frontline staff as the subject matter experts. From each episode, the team extracted an audio podcast for the off-weeks, cut four short-form social videos, and used HubSpot's Content Remix to generate two full blog posts, all from the same source material. What once took a full day to write — a single blog post, requiring careful research that Jenna was mindful of since she was not a lending expert — now took less than an hour. Content Remix handled the lift. Multiple posts came out of a single session. The team went from producing content reactively to building a content calendar that actually reflected what members cared about most.  Strategy Built Into Every Send The campaign process changed just as fundamentally. Where launches once started with creative — "let's put some messaging on an image and get it out there" — they now began with a question: who is this for? HubSpot's campaign tools gave Jenna's team a framework for persona-driven planning, enabling them to ask whether existing blog content, podcast episodes, or videos could surface a product before a single new asset was created. A/B testing on every qualifying email send helped them learn what their members actually responded to, refining subject lines, CTAs, and content placement in ways that compound over time. Breeze became a tool Jenna used to get up to speed without external training or IT support. With it, she was able to work through new features, structure the knowledge base, and explore the campaign analytics tool. The platform taught itself to her team in real time, with the personalized context they needed. #### __The Transformation__ Members looking for answers about inflation, home equity, or debt payoff are now finding First Alliance not because the credit union marketing team got bigger, but because it got faster. What once moved at a crawl now moves at speed: campaigns launching in two weeks instead of eight, blog posts turning around in a single session instead of a full day, and a content engine sustaining three long-form videos per month, three audio podcast episodes, up to 12 short-form social videos, six blog posts, and three standalone emails per week, all built around what members are actually asking about right now. As First Alliance's content library grew, so did the member intent. People arriving through blog posts about home equity or debt payoff weren't browsing, they were ready to act. When they filled out a contact form, the handoff was clean: leads routed automatically to the right pipeline — consumer lending, new accounts, real estate — and the team followed up within 24 hours. The content had already done the educating. For a credit union whose entire identity is built on showing up for their community and members, getting back to them within 24 hours isn't a metric. It's the mission. From Guessing to Knowing Jenna's team sits down together to review the numbers from the week before: views, downloads, engagement, forecast versus actual. It is a behavior that did not exist before HubSpot, because the data that would make it meaningful did not exist. Now it does. When two posts about inflation and purchasing power quietly climbed into the top five most-viewed pieces of content in a single week, the team noticed. They did not just publish more inflation content. They brought the insight to the broader organization, where it began informing how lending conversations were framed for members under economic pressure. That loop — content performance shaping member conversations in real time — is what the transformation actually looks like at ground level. Not a product announcement. A credit union that can hear what its members are worried about and respond before those worries become crises. What It Unlocks Next First Alliance is now completing a full core data integration that will bring member data into HubSpot, enabling the sales team to work from the same context the marketing team already has. Onboarding workflows are being built to trigger based on account type, reaching new members with relevant education in the first days of their relationship with the credit union. The content engine Jenna built is becoming the foundation for something larger: a fully connected member experience, from first click to first loan. Jenna built this department from the ground up. She kicked off their first campaign, the first blog post. What HubSpot gave her team was not a shortcut, but the capacity to match the ambition she always had for what this credit union could do for its members. Table of Contents Table of Contents - [The Background](https://www.hubspot.com#the-background) - [The Challenge](https://www.hubspot.com#the-challenge) - [The Solution](https://www.hubspot.com#the-solution) - [The Transformation](https://www.hubspot.com#the-transformation)  > The way that we're able to be organized and pull in the things we need for remixing content, it's about repurposing what we've already created, and seeing in real time what's working. I would not have been able to do that without it. There's no way. Jenna Taubel Assistant Vice President of Marketing [First Alliance Credit Union](https://www.firstalliancecu.com/) [](https://www.firstalliancecu.com/)  ### Start Growing With HubSpot Today With tools to make every part of your process more human and a support team excited to help you, growing your business with HubSpot has never been easier. [Get a demo](https://offers.hubspot.com/crm-platform-demo) ##### Related Case Studies -  ### How a Two-Person Wealth Firm Saves $70K+ a Year and Makes Every Client Feel Seen with HubSpot Agent Builder - Banking & Financial Services - 51-500 employees - United States * * * [Read more](https://www.hubspot.com/case-studies/concierge-wealth-management-agent-builder) -  ### When Michigan Residents Ask AI Which Bank to Trust, Mercantile Bank Is Now the Answer with HubSpot's AEO - Banking & Financial Services - United States - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/mercantile-bank-aeo) -  ### How Panoramic Doors Gives Every Homeowner Expert Answers at the First Click with HubSpot's Customer Agent - 51-500 employees - United States - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/panoramic-doors-customer-agent) -  ### How Bitfocus Makes Sure No Frontline Worker Waits Overnight for an Answer with HubSpot's Customer Agent - 51-500 employees - United States - 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51-500 employees - United States - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/manobyte) -  ### Garrett Metal Detectors accelerates the deal cycle and keeps communities safer with Sales Hub - 51-500 employees - United States - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/garrett-metal-detectors) -  ### Building a Growth Engine: How Azora Scaled 300% Through Operational Transformation - Banking & Financial Services - 51-500 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/azora-finance-group) -  ### Terrascope Achieves Accelerated Deal Cycles and ARR Growth with HubSpot - 51-500 employees - Marketing Hub - Content Hub * * * [Read more](https://www.hubspot.com/case-studies/terrascope) [See all case studies](https://www.hubspot.com/case-studies/directory) [Back to top](#) Back Close ## Popular Features - [All Products and Features All Products and Features](https://www.hubspot.com/products) - [HubSpot AEO HubSpot AEO](https://www.hubspot.com/products/aeo) - 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