Case Study: Belvoir Federal CU
Re-positioned
Background:
Fort Belvoir Federal Credit Union was organized in 1946 to serve the military base in Fort Belvoir, Virginia. Since then, the Credit Union has expanded to serve a broader market in the Great Washington DC area. With that expansion came the need to proactively compete and more aggressively position the Credit Union in a crowded marketplace.
Challenges:
Research showed the market believed the Credit Union was exclusive to the military base and people in the community could not join. Further, with several large credit unions and national banks in the market, there was not a strong awareness of Fort Belvoir FCU as the viable, strong and competitive institution that it is.
Campaign Goals:
- Create a message and delivery resonating with the target and combating misperceptions revealed through research
- Develop a consistent and unified marketing/communications platform positioning the Credit Union as a capable, friendly and inviting choice for everyday people
- Communicate that the Credit Union offers financial products and services to meet every need
- Direct the target audience to a microsite to learn more about the Credit Union
Brand Boards
Creative:
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.
TV
Approach:
To ensure wholesale execution and make certain that the member experience matched the brand message, an internal campaign was launched to all credit union employees including 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, hightlight the uniqueness of the Credit Union, and inform the target audience that the Credit Union is open to them. External advertising included a television campaign, outdoor posters featuring bus wraps on specifically chosen routes, widescreen, high-definition spots in local movie theaters and a branded microsite with the URL www.BelvoirCreditUnionForMe.org
Micro Web Site
