First Future Credit Union – Know the Local Market & Match the Local Media

The Opportunity: The merger of two large San Diego credit unions into one new entity with a new name and new services presented the opportunity for a broad and breakthrough positioning strategy. With branches throughout San Diego County and customers and prospects ranging a broad demographic profile, the new First Future introduction in the highly competitive financial marketplace required a communications platform that not only addressed many fronts, but that also provided highly differentiated positioning. The goal: to become marketing-driven on a community-wide basis to aggressively grow and sustain market share.

The DGW Solution: Review of competitive profiles and national/local Credit Union Association research, DGW recommended innovative “Lifestage Marketing” as the product and service model for the new enterprise. Establishing name initiatives, a new brand logo, and the positioning statement, “Every Step of the Way”, DGW designed and developed the brand platform for all marketing communications programs. Designing the logo, literature systems, advertisements, signage, branch office interior graphics, and all other marketing touchpoint elements, DGW created a totally integrated identity that provided a highly differentiated brand image.

The Results: After benchmark awareness and preference surveys, a diversified media mix including radio, newspaper, e-marketing and outdoor provided the synergistic combination to drive the right outcomes – increased deposits and loan demand. A follow-up survey was conducted at the end of the media blitz to gauge increased name awareness and preference for the new brand and to establish media budget expenditures into the future, which still continue.

back to top