LAS VEGAS – Credit union marketing executives shared their branding success stories with attendees during a breakout session at the Drive '15: CU Direct Lending & Marketing Conference Thursday in Las Vegas, Nev., emphasizing the need for differentiation and change.
Stephen Black, vice president of marketing for the $13.6 billion BECU in Tukwila, Wash., discussed the evolution of his credit union's brand over the past decade. The credit union began by simplifying its name from Boeing Employees Credit Union to BECU in 2004, and developing a tagline, "more than just money," in 2005. In 2008, during the financial crisis, BECU assured members of its soundness through a series of campaign materials, and in 2010 and 2011, it increased membership by encouraging bank customers to "move their money" to BECU.
Black explained that by strongly communicating its values, connecting the superior benefits of membership to its values, and putting its values into action through product and service offerings, the credit union saw significant growth and deepened relationships with members.
Continue Reading for Free
Register and gain access to:
- Breaking credit union news and analysis, on-site and via our newsletters and custom alerts
- Weekly Shared Accounts podcast featuring exclusive interviews with industry leaders
- Educational webcasts, white papers, and ebooks from industry thought leaders
- Critical coverage of the commercial real estate and financial advisory markets on our other ALM sites, GlobeSt.com and ThinkAdvisor.com
Already have an account? Sign In Now
© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.