'Can Do' at Alabama CU
Mutual Savings Credit Union has breathed new life into its brand.
With an eye on reaffirming its position as a true community partner, the Birmingham, Ala.-based credit union revamped its image with one simple phrase: You Can Do That.
You Can Do That lets consumers know that no matter what their financial need may be, whether refinancing their mortgage, purchasing a new vehicle or starting a savings plan, it can be met at Mutual Savings CU.
“The concept of the campaign came about when reviewing our membership,” said Sonja Purvis, chief marketing/development officer at the $158 million credit union. “We hope to welcome new members as a result of this campaign but we also want to remind our current members that MSCU’s versatility eliminates the need to look elsewhere for additional financial services.”
According to Nick Baggett, marketing manager at MSCU, during the early developmental stages in the summer of 2011, it was clear that the focus would be to emphasize the credit union’s capabilities.
“We also felt it was also critical to feature our company’s name in the brand message–something we didn’t do with our previous brand,” said Baggett. “With today’s need to know now environment, it was important that when someone sees our new TV ad, they immediately understand our abilities and will hopefully remember us the next time a need arises.”
Candid action shots filmed at its corporate headquarters were combined with other footage that would best capture the credit union’s image. New television and radio ads featuring the new tagline and a distinctive jingle began airing in January.
“It was important to us to feature a memorable tune in the ads,” Purvis said. “We also put an emphasis on creating lyrics that included our company’s name. We feel this will extend the impressions and impact of this campaign.”
Since the initial launch, MSCU’s television and radio ads have been redirected to feature a mortgage theme to build awareness of its real estate lending options.
“As we go forward in the year, we’ll adjust the messages to fit different products that excel at different parts of the year. For example, we’ll tailor the ads to promote our auto loans in months in which we have determined to feature high consumer demand for new vehicles,” said Baggett.