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ORLANDO, Fla. – Speaking from experience, Clearview Federal Credit Union Assistant Vice President of Marketing Christianne Gribben explained that credit union members are not only loyal to their credit union, but also to their credit unions’ field of membership and name. Clearview, formerly U.S. Airways Federal Credit Union, in Pittsburgh decided that the turmoil of its main sponsor was a negative for the credit union both in membership challenges and reputation. “U.S. Airways had filed bankruptcy twice. That made them unpredictable as you might imagine,” Gribben said.

Even so, the membership was loyal to the brand name and reluctant to seek a charter change, which was something the credit union had to overcome. The credit union held a press conference to inform the media and membership with the help of a consultant. Clearview also launched print and radio ads, which featured pictures and voices of actual credit union employees. “Our primary goal was retention. The secondary goal was awareness in the community,” Gribben said.

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