Building brand authority in 22 minutes or less

LendKey logo

About the project

LendKey works with some 400 credit unions and community banks, supporting education loan origination, refinancing, and servicing; loan participations; and embedded financing for home improvement programs.

With unprecedented liquidity challenges facing financial institutions post-pandemic, lending products were shifting from table stakes to nice-to-haves.

LendKey needed a way to rise above the noise and remind the credit union system that with the right partners, there are no challenges that can’t be overcome.

Background
Date
August 2023
Client
LendKey
Category
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The challenge

The podcast medium is saturated, particularly in the B2B space. There’s no shortage of tech bros and marketing whizzes, waxing lyrical about their own expertise … to listeners that look and sound an awful lot like they do.

LendKey needed a way to reach their audience, not their peer-set. They needed to engage credit unions of any size, charter, and opportunity with a durable show that could earn attention and trust, long-term–all without draining internal resources at a time of tightened belts.

Examples of LendKey's 22 Minutes in Lending podcast graphics

Our approach

After initially serving in an advisory capacity for the first few episodes, Mission Brands soon took the reins across the full podcast production cycle: Episode planning, talent sourcing, research and pre-production planning, real-time direction, editing, clipping, and promotional rollout.

We built the show around a sharp, repeatable format: 22-minute episodes with strong editorial framing and a swathe of guests that represented the true breadth of the credit union system–credit unions, fintech, investors, regulators, and everyone in between.

Episodes are mapped against industry trends and dynamics, and produced to complement LendKey’s internal marketing strategy.

Market research

  • Research and planning for each episode includes a deep-dive into the most recent regulatory updates, economic circumstances, and a holistic review of the guest’s organization, institutional performance, and an analysis of any recently published media.

Live direction

  • Mission Brands staff sit-in real-time for every call, directing the conversation, ensuring all high notes are hit, all information is correct (at least at the time of recording) and every message is delivered with full impact.

Post production

  • Typically starting with a 60-minute conversation, Mission Brands restructures the conversation to prioritize the most relevant, engaging, and informative content in a perfect commute-length podcast. With this level of involvement, we’re also able to provide full meta information and promotional copy, in addition to selecting and splicing promotional clips.

Podcast performance

Top spot

  • Now in its third season, 22 Minutes in Lending has secured a top-three spot for both “lending” and “credit unions”

Growing audience

  • Median episode downloads increased by +34% and unique listeners by +28% once Mission Brands Consulting took on full management

Benchmark busting

  • The podcast retains a strong >70% consumption rate, exceeding B2B podcast benchmarks

With changing times, it's more important to stay abreast with industry and market dynamics. This podcast offers great info and knowledge sharing for anyone in the lending space. Five stars.
EllaBella137
apple podcast review

50+ episodes and going strong

Producing a podcast is more than hitting ‘record.’

Each 22-minute episode requires hours of prep, guest coordination, editing, and promotion. For most credit unions, dedicating that kind of time is a real commitment—especially when the ROI isn’t as easy to track as clicks or form fills.

But LendKey sees the long-term value of thought leadership, trust-building, and actively contributing to the success of credit unions.

LendKey_Podcast-Cover_Mockup_1920x1080

What's next?

Elevating the conversation

Mission Brands proudly continues to deepen and expand our working relationship with LendKey–a true innovator in the credit union system.

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