Paris Chevalier of Xceed Financial Credit Union, BECU’s Stephen Black and emcee Neil Goldman discuss marketing strategies.

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.

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Natasha Chilingerian

Natasha Chilingerian has worked in the credit union space for over a decade. She joined CU Times as managing editor in 2015 and was promoted to executive editor in 2019. Before that, she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union) in Los Angeles from 2013-2015, and as a CU Times freelancer from 2011-2013. She has been a professional writer and editor for more than 17 years, specializing in news and lifestyle journalism as well as marketing copywriting for companies in the finance and technology space.

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