SUITLAND, Md. — Andrews Federal Credit Union hopes to help get members dreaming again.
The credit union has recently launched a new Imagine the Possibilities campaign that reinforces its strong commitment to the community and its members.
"When we came up with this idea we really wanted to communicate that Andrews is capable of handling all their financial needs however large or small," said Andrews FCU Promotion Manager Sharmaine Bucknor. "We want them to know that if there is a vision or dream they thought impossible we can help them make it a reality."
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She added that the campaign is just the latest chapter of the credit union's recent rebranding efforts this past March.
"We're excited about having the community look at us a little differently and prior to the rebrand I think after 60 years our image was a little dated and potential members weren't aware of all of our products and services so this new campaign is another way to build on that," said Bucknor.
With a focus on penetrating the Washington, D.C., market, the ads developed by a California-based agency shines a spotlight on auto loans, home equity loans and general membership.
"Since we acquired Washington, into our field of membership in 2003, we have increased our efforts on penetrating this market" said Andrews FCU Vice President of Marketing Janine Roberts.
Bucknor added that this is credit union's first push in the D.C. market and plans are underway to track and determine exactly what messages, elements resonate most within the market.
"Our focus is to change many of the false perceptions that have stifled growth among credit unions. We are not a union or credit reporting firm. Andrews Federal is financial institution for you, during any stage of life. From checking accounts, to vehicle loans, and more, we can serve the financial needs of those that live, work, worship, or attend school in the Washington, DC and more," said Andrews FCU executive vice president/chief operating officer Debbie Matz.
This campaign has made its debut on cable television, transit and in print. The Imagine the Possibilities theme of the ads plays up the concept that whatever the need, Andrews Federal strives to build a lifelong relationship with members and provide the financial resources needed to help them achieve their dreams.
The 30-second cable ads can be seen on major cable stations including Lifetime, TNT, USA, BET, CNBC, Discovery, Food Network, Fox News, HGTV, the History Channel and TLC. Transit ads will run on 50% of the market with placement in15 prominent subway stations. Print will run in various DC publications. All ads encourage Andrews Federal's target audience to visit the Web site (www.andrewsfcu.org) and open an account or apply for a loan online or through the 800 number.
"This is our first time on television and on buses and in the subways so we're excited to penetrate the D.C. market and look forward to seeing an overall growth in membership spikes in loans and just get people in D.C. talking about us," said Bucknor. "What's great is that we've created a synergy so whether they see our message on the bus, print, online or television it is all the same and gives us an extra frequency to get our message out to let us help them realize their dreams."
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