NORTH CHARLESTON, S.C. — Rather than joining the name change train like other credit unions, after some 70 years, South Carolina Federal Credit Union is taking its members back to simpler times with a new rebranding initiative.
Revolving around the theme of "Life Simplified," the new brand awareness campaign developed and supported by the credit union and Atlanta-based consulting firms Consultants & Builders, Inc., Abovo Group and Creaxion, demonstrates how South Carolina Federal helps make their members lives easier. "This is much more than a new marketing initiative–it is an opportunity to open a new dialogue with current and prospective members and demonstrate how deeply we understand their financial needs. We are fully dedicated to simplifying their financial lives and keeping them one step ahead of life's many challenges," said South Carolina Federal President/CEO Scott Woods. A year-long brand development and research process, including focus groups, market studies, employee interviews, and simply listening to its members revealed that while more than 50% of members view South Carolina Federal as their primary financial institution, 50% of people in the potential target market did not realize they were eligible to join the credit union. In addition, both members and prospective members misunderstood the credit union services offered. "Our research affirmed the disappointing fact that the benefits of credit union membership are still the best kept secret, and that is an industry-wide failure," said Woods. "Try as we will, people continue to feel they can't join because of some perceived barrier. So we decided to embark on launching a significant awareness campaign to show people the difference. We just need to get them in the door." To play up the idea that not only do its members come from all walks of life, but also that the credit union helps its members stay one step ahead, the new awareness campaign ads feature "shoes." In addition to a media blitz of new broadcast, print, outdoor and online ads, the revamping effort includes a complete redesign of its Web site–from making it easier to navigate to moving the online banking access to the home page for member convenience.
"The branding was easy; we just took what we're already good at and told the world," said Woods. "Now we're streamlining all our processes because people are so busy and our mission is to help simplify all their financials so they can get on with their life."
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The brand is also incorporated in each branch with new branches adding such elements as electronic point of sale merchandising, simple-to-use self-serve areas, all reinforcing a retail environment that has a natural flow. In addition, staffers in each branch will be sporting "brandwear" created through a partnership with Lands End. Whatever you do don't call them uniforms. Woods says given the selection of everything from sweater cardigan sets to golf shirts, the only thing uniform is the color–South Carolina Federal blue.
To help ensure staffers were on board with the new campaign, the credit union flew in or sent a limo to all 450 employees for a rebrand kickoff extravaganza.
"If you don't do something like this it is just another 'program of the month' ad campaign," said Woods. "We had to make a definitive statement that this was a change in our corporate culture and that if our employees feel special and excited about it then they can turn around and share it with our members." –[email protected]
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