Alabama Credit Union — TV
CLIENT
Alabama Credit Union (ACU) is a progressive, member-owned financial
cooperative with 18 local branches, 41,00 members and $303 million in assets.
CHALLENGE
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.
SOLUTION
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.