Dynamic Women: Credit union VP of marketing values community

Colorado Springs Business Journal, Nov 7, 2003 by Jan Mowle

Community involvement is a passion Karin Kovalovsky, vice president of marketing at Air Academy Federal Credit Union, tries to pass on to her employees. As leader of the credit union's marketing department, Kovalovsky has integrated marketing into every area with the belief that everyone and everything is marketing.

With a bachelor's degree in business administration and a minor in organizational management, Kovalovsky is proud of the fact that she worked full time while attending college.

Since arriving at the credit union in December 1995, she has led the strategic marketing efforts, which brought the business from $143 million in assets to $263 million this year. Marketing is now a critical component and is integrated in the strategic planning process, branch development, asset/liability decisions and other key areas.

Kovalovsky developed a new image for AAFCU including a new logo, new design concepts for the way branches should look and increased advertising and awareness of AAFCU. She also introduced electronic banking kiosks in the credit union's lobbies.

She led the credit union in becoming involved in the community. Key events AAFCU is involved in include the Juvenile Diabetes Research Foundation's Walk for a Cure, The Children's Hospital Courage Classic Bike Tour, the Emily Griffith Peak Challenge, the Monument Fourth of July Parade, Ecumenical Social Ministries and the American Heart Association's Heart Walk.

Kovalovsky also directed the implementation of the Helping Hands program, which encourages employees to volunteer either at an AAFCU event or with a cause that is important to them. Employees earn time off by becoming involved.

Due to Kovalovsky's drive, AAFCU's social responsibility and involvement in the community has been recognized at both the state and national levels with the Dora Maxwell Social Responsibility Award, which recognizes credit unions who are involved in community projects and activities.

Kovalovsky says she enjoys her work so much that my job doesn't seem like work to me. She likes to make sure the entire staff is well informed, but wants them to have fun too. Other departments respect Kovalovsky so much they strive to emulate her leadership.

As part of her community involvement and job at the credit union, Kovalovsky has developed win-win relationships and partnered with member school districts. She encourages the credit union to support school activities and helped set up credit union branches in select high schools. She has also pushed for an increased emphasis on in- classroom financial education presentations to students in all grade levels.

An animal lover through and through, Kovalovsky once thought she would become a veterinarian. However, her love of the business world turned her in another direction, one at which she has been very successful.