Re-Inventing a Credit Union: Belvoir FCU
When the need arises to re-invent who you are; generally speaking, a very big opportunity lies on the other side of it. Fort Belvoir Federal Credit Union in Fort Belvoir, Virginia had arrived at exactly that place of possessing assets, products, and services on a level that the community had not recognized. Moreover, with several large credit unions and national banks in the market, there was not an awareness of Fort Belvoir FCU as a viable, strong, and competitive institution.
Fort Belvoir FCU was organized in 1946 to serve the military base. Since then, the Credit Union had expanded to serve a broader market in the Greater Washington DC area. With that expansion, the need to proactively compete and more aggressively position the Credit Union in a crowded marketplace had become a necessity.
Research revealed the market believed that Fort Belvoir FCU was exclusive to the military base and people in the community could not join. The communication challenges facing the Credit Union were similar to what other credit unions were encountering in the market, yet unique to their community. Third Degree Advertising and Communications were called upon to develop an integrated marketing and communications plan that strategically addressed the following needs:
- The Credit Union needed to deliver a message that resonated with the community and targeted audiences that would combat the misperceptions revealed through research.
- The Credit Union needed to develop consistent, unified marketing and communications platform positioning the Credit Union as a capable, friendly, and inviting choice for everyday people.
- The Credit Union needed to communicate that they offered financial products and services to meet every need.
After further research was conducted, a new creative platform from which to launch the Fort Belvoir FCU brand was developed which included a multi-media mix. External advertising included a television campaign, outdoor posters including bus wraps on specifically chosen routes, widescreen, high-definition spots in local movie theaters, a branded micro site with the URL:
www.belvoircreditunionforme.org.
To better position the Credit Union, Third Degree developed a design using warm, bright colors and photos to express the friendly personality of the organization. A modern, elevated look and feel, through graphics, layout and typography was created to convey their competence. The messaging throughout all components conveyed how Fort Belvoir's service and delivery is people-first.
To ensure wholesale execution and to make certain that the member experience matched the brand message; an internal campaign was launched to all credit union employees using brand books, graphics/Logo standards and internal posters.
Then a comprehensive marketing plan was developed to heighten awareness of the Credit Union in the marketplace, highlight the uniqueness of the Credit Union, and inform the target audience that the Credit Union is open to them. A strategic component of the plan was a name change to Belvoir Federal Credit Union as a move to reflect a more inclusive reach toward the civilian customers.
Belvoir Federal Credit Union partnered with Third Degree to successfully elevate their brand through a new creative platform targeted toward potential customers while fostering greater awareness to those customers they already served. The brand platform provided a springboard for all their marketing and communication components resulting in increased membership and community awareness.
Third Degree is an integrated branding and marketing communications company specializing in the unique challenges of the credit union industry. We offer comprehensive marketing services in strategic messaging, research, advertising campaigns, media, Web/Internet and public relations. For more information on our creative and proven approach, visit
www.ThirdDegreeADV.com
