Overview
Originally founded in 1935 for the employees of The McGraw-Hill Companies, the McGraw-Hill Federal Credit Union has grown to serve over 80 organizations and more than 16,000 members nationwide.
Over time, the fragmented, internally created marketing materials floated through the branches, not communicating a consistent brand message.
Challenge
As a mid-sized credit union among many financial institutions, it’s not easy to stand out – unless you have a powerful brand. McGraw-Hill Federal Credit Union determined it was time to begin leveraging their long history by re-engineering their existing brand to be more reflective of who they are and where they envisioned their growth to take them.
The credit union realized it needed an innovative strategy and suite of tools to market their products to a variety of audiences.
The challenge was to put a fresh face on the brand while preserving the positive experience that existing members already enjoy.
Solution
During the course of the brand development process, Verge180 created:
A re-focused strategic approach to showcase the core essence of what the credit union is all about.
A new positioning statement about the deep affiliation with The McGraw-Hill Companies.
A fresh tagline – Financial Solutions for a Lifetime – focused more on how the credit union has built long-term relationships for over 75 years.
A completely new and unique brand design to differentiate the credit union from the competition with illustrations that coincide with the new logo colors creating a warm, connected feeling.
A suite of core marketing and business materials; new logo and plastic card designs; communication pieces for the board, members and employees; new collateral materials; sales folders; external signage; interior signage and branch posters; website; direct mail campaigns; and van design.
Summary
The new design and execution of core marketing and business materials ensured the credit union’s unique message and distinct brand position would be communicated in everything they promoted.
Increase in Member Activity Following Brand Launch:
6% Total increase in loans
16% Total increase in deposits
15% Total increase in assets
29% Total increase in credit cards
35% Total increase in funded mortgages
47% Total increase in real estate loans
156% Total increase in used vehicle loans
2010 CUNA WINNER
Four Diamond Awards
- Best Branding
- Corporate Identity Best Business
- SEG Development Best Direct Mail (single series)
- Best Email Marketing
Click here to view the Photobook of McGraw-Hill Federal Credit Union’s new branding!
Verge180 Understands Credit Union Challenges
Verge180 is committed to overcoming the challenges that credit unions face. We create custom messaging and unique designs to effectively communicate who can join, the convenience of accessing your account, and overcome the sea of sameness in all marketing materials.
Verge180 Solutions for Credit Unions:
Corporate Branding
A brand is much more than your name, logo, and graphics. It is the emotional bond you create with your members. Our Brand180tm transforms goals into tangible messages that are based on sound reasoning and purpose. The result is effective brand guidelines for our clients, which will be applied to all facets of their business plus internal and external audiences.
Corporate Identity
A definitive branded look begins with a cogent corporate identity program. Your logo is usually the first visual impression a customer has of your credit union. It must be strong and resonate with your target audience. All other communications will be labeled with this logo, which is virtually your signature.
Product Collateral
Printed marketing collateral needs to transcend simply describing product and service information. It must integrate the brand story you are trying to communicate and how that collateral material will be used. With these answers, we create collateral solutions that let the brand and functionality of the piece determine the design.
Direct Mail
The mailing list, the creative, and the offer are the key components of a successful direct mail campaign. Verge180 incorporates innovative design and high-impact creative designs to generate interest, increase open rates and drive member action. Campaigns consist of single or multi-piece designs.
E-mail Marketing
E-mail marketing has become the flexible, lower-cost alternative to direct mail. It can also serve as a way to increase frequency and support of your direct mail campaigns. E-mail marketing provides tracking solutions to measure open-rates, click-through rates; and provides the benefit of almost instant response rates.
Web Design and Development
Our award-winning designs not only look professional, but are strategically engineered to maximize member interaction and conversions. Usability is a key concern, as we focus on delivering visitors the information they want quickly. Our content management tools help our clients make changes quickly and easily.
Social Media Marketing for Credit Unions
Social media has proven to be an effective method of increasing brand engagement. Verge180 has the social media experience to help your credit union use tools like Twitter and Facebook. Employing social media can be a very effective credit union marketing tool to reach younger audiences.
Using Video to Increase Awareness
Video has become the heart of the Internet for entertainment and education. Whether it is branding your credit union or CEO, creating educational video resources for your members, or communicating important messages; Verge180 has the solutions for clients who want video on their own sites.
Check out the “Top 5 Things to Know About Branding a Credit Union”!
Verge180
Most companies are on the verge of something. It could be launching a product, changing a perception, perfecting a concept or becoming the leader in their industry.
Verge180, a marketing communications firm, provides a process that helps our clients articulate specific objectives, better understand their markets, and connect more effectively with their audience.
We deliver successful brand connections that allow you peace of mind. Call it a counterintuitive view of the world as you now know it.