IOWA CITY, Iowa — Though the $575 million University of Iowa Community Credit Union will know better next time how to conduct a name change, management can only look back now on "Optiva" as a $100,000 gaffe.
Indeed, that's how much the Iowa City CU spent on the aborted marketing venture last February on everything from signage and T-shirts to design fees and TV ads.
"Having a year's worth of work stopped six hours before launch has taught us all a lot of lessons about the name-change process in Iowa," lamented Jim Kelly, senior vice president of marketing, in recounting the ill-fated plan to adopt the "Optiva" name.
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