The $355 million SAC Federal Credit Union in Nebraska said this week it is already getting positive feedback on a new logo and rebranding campaign, its first in 20 years, to convey a softer military tone while emphasizing CU vs bank awareness.
"You can say based on our surveys, we've taken a middle ground among military oriented credit unions in sticking to our name but working to alter perceptions that you don't have to be a member of the military to join," explained Gail DeBoer, president/CEO.
The community-chartered CU, located in Bellevue, an Omaha suburb, and which started on-base from the Strategic Air Command, debuted its new logo and new marketing materials in TV billboards, online, all appearing last month. The ads stress CU vs bank differences as member owned and also touch on the ease in joining.
"We decided the SAC name is too well identified in the community and has too much good will to ever abandon," said DeBoer noting also the CU never before has invested so much in marketing.
"We are spending $900,000 for the year long campaign and I think the most we ever spent in a single year was $300,000 but it reflects our need to pursue aggressive growth," she said adding current conditions make such an expansion appropriate.
"We are remaining true to our credit union core," she added in a press statement.