X

Thank you for sharing!

Your article was successfully shared with the contacts you provided.

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.

Complete your profile to continue reading and get FREE access to CUTimes.com, part of your ALM digital membership.

Your access to unlimited CUTimes.com content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical CUTimes.com information including comprehensive product and service provider listings via the Marketplace Directory, CU Careers, resources from industry leaders, webcasts, and breaking news, analysis and more with our informative Newsletters.
  • Exclusive discounts on ALM and CU Times events.
  • Access to other award-winning ALM websites including Law.com and GlobeSt.com.

Already have an account?

Credit Union Times

Join Credit Union Times

Don’t miss crucial strategic and tactical information necessary to run your institution and better serve your members. Join Credit Union Times now!

  • Free unlimited access to Credit Union Times' trusted and independent team of experts for extensive industry news, conference coverage, people features, statistical analysis, and regulation and technology updates.
  • Exclusive discounts on ALM and Credit Union Times events.
  • Access to other award-winning ALM websites including TreasuryandRisk.com and Law.com.

Already have an account? Sign In Now
Join Credit Union Times

Copyright © 2021 ALM Media Properties, LLC. All Rights Reserved.