As vice president of marketing at United Nations Federal Credit Union, Debra Da Costa has to take a global approach in reaching out to members.

She was recently tapped to share her insights in the latest Inside the Minds series titled Capitalizing on Marketing Trends published by Aspatore Books.

With a credit union that serves the staff members of the United Nations and their families, as well as retirees, Da Costa said research has made the all the difference in standing out from the competition by playing up its strengths. A recent rebranding effort further reinforces what makes UNFCU unique. So the over $3 billion credit union has played up images and keywords such as global, secure, familiar and agile in a way that addresses the diversity, long-standing tradition, flexibility, convenience and financial soundness of UNFCU while resonating with members and nonmembers alike. For example, on its home page at www.unfcu.org, a rotating banner juxtaposes words such as "agile" against a backdrop of a winding river that runs through a green forest with the words, "Our success has always been driven by our ability to grow and change with the times."