Your brand is more than your logo, name and slogan—it’s the entire experience that your audience has with your organization, product, or service. And it’s got a lot of moving parts. To keep all the elements of your brand working in tandem toward your institution’s goals, you need a long-term brand strategy to inform every decision along the way. It defines what you stand for, what promises you make, and what personality you convey. In practice, it forms a handy-dandy roadmap to keep your brand on track.
In 2006, Alcoa Employees and Community Credit Union, a longstanding Midwestern financial institution, needed to separate from the world’s third-largest aluminum producer. (Tale as old as time, right?) After settling on a new name and logo, the newly-christened Ascentra brought in the Ethic team to take over the development of their young brand, and we’ve been nurturing and helping it grow ever since.
Southeastern Federal Credit Union is located in the billboard capital of the south, so it was no surprise that our first campaign would have its share of them. In a very saturated banking market, SFCU has over the years struggled with how best to communicate to the community that they can become a member – with a very loose charter that basically encompasses 10 counties, chances are, most can. A general awareness campaign was set in place, using lots of white space and a simple message to help it stand out from a substantial amount of billboard clutter fighting for your attention.
Get Happy with the Ascentra MyMobile App. Ethic named and developed this marketing campaign for Ascentra’s mobile banking app, which is part of their Zip online management suite. MyMobile gives you fast access to your accounts – anytime, anywhere. Campaign included a billboards, print ads, digital marketing and a variety of in branch promotional materials.
Coming up with this years campaign, Ethic and Ascentra looked at what made Ascentra who they are; Customer service came up over and over again as their main differentiator. A request went out to members asking if they would like to participate in this years campaign. We were inundated with stories from members and staff, who happily wanted to express their appreciate and gratitude. Three initial stories where developed into a full advertising campaign complete with TV, Radio, Billboard, In-branch Marketing, plus a variety of Print and Digital advertising. A few weeks later, a local paper voted Ascentra as the best financial institution in the Quad Cities, confirming what all already knew.