Alabama Credit Union — TV
Alabama Credit Union (ACU) is a progressive, member-owned financial cooperative with 18 local branches, 41,00 members and $303 million in assets.
A smaller financial institution with a limited marketing budget, Alabama Credit Union’s goal was to educate prospective members about the value of belonging to a credit union. The challenge was to deliver an effective TV-based campaign at an affordable price point that would increase membership.
Visited five Alabama Credit Union branches in three different markets to observe the credit union’s interactions with members firsthand. And, after the brand pillars were identified and ranked, I then developed concepts to best deliver the relevant messaging to potential new members. “You Are Alabama. We Are Your Credit Union.” became the foundation for the comprehensive new member program, and the “Shadow” visual style illustrated how ACU stands behind its members and their aspirations. The result was a significant increase in membership.