DENVER – For DPS Credit Union branches are more than a memberconvenience. For over a year the $540 million credit union has beenco-branding its facilities with the surrounding community in aneffort to better connect with members. “We recently expanded toserve other well defined geographic areas. As we moved into thoseneighborhoods we didn't want to lose our identity with DenverPublic Schools but we also wanted to make sure that residents andtenants knew they could join so we concentrated on developing thesebranded branches so it is The Credit Union at Lowry or morerecently The Credit Union at Stapleton,” said DPS CU ChiefCorporate Officer Duane Bruno. “It has been a great way to createawareness and help residents view us as `their' credit union.” The1,500 square-foot retail full-service branch at Stapleton is thelatest branch to be positioned as a member of the DPS Credit UnionNetwork and marks a new approach for the credit union. “This branchis located in a shopping center that will give us lots ofvisibility,” said Bruno. “We're pretty excited. Right now Stapletonhas about 1,000 residents but it has been projected that over thenext 10-15 years those numbers could swell to 30,000. In addition,more people will be working in that area than the inner citydowntown area- so this is a great opportunity for us to expand intothe community early on.” Like its Lowry branch, signage out frontcombines the DPS logo with CU at Stapleton and marketing materialsemphasize the “your community credit union” angle. Bruno says withbranch interiors that maintain similar color palettes andmerchandising elements, members are not confused by the branding.“We're new to these communities and are busy building ourreputation by participating in and sponsoring local events andcharities,” said Bruno. “Members are really responding to the brandand our visibility and profile in those areas are steadilyincreasing.” Bruno says a Stapleton grand opening treasure huntalso went a long way to spreading the word about the new branch.Stapleton residents were each sent a direct mail treasure chestpostcard with a real key that unlocked a variety of prizesincluding 50 Home Depot gift certificates.