Financial Services Brand Strengthening Initiative
AmeriCU Credit Union
Results:
- 25% decrease in resource spending
- 130% increase in financial goals for home equity, new military membership sign-ups, and new millennial membership acquisitions
Competencies:
Art Direction
Brand Strategy
Brand Positioning
Brand Identity Development
Brand Management
Brand Messaging
Creative Direction
Market Research
Visual Design
AmeriCU, a leading credit union serving thousands of members across Central and Northern New York, faced a critical challenge: despite significant marketing investments, customer acquisition and product adoption remained low.
APPROACH + EXECUTION
In the attempt to understand sales funnel efforts, a comprehensive audit of brand and marketing efforts revealed inefficiencies in spend, inconsistent messaging, and an opportunity to create more intentional targeted audience engagement. As a result, the brand’s impact and marketing efforts were diluted which resulted in minimal drive around desired awareness and customer conversions. The company needed a more effective, engaging, and strategic approach to connect with their audiences and elevate their brand presence.
To drive meaningful change, a structured 18-month transformation plan was developed, focusing on three key areas:
- Brand & Marketing Optimization
- In-depth customer research was conducted to create clarity around B2C and B2B segmented audiences.
- Customer profiles and journeys were established to understand opportunities to support marketing and sales funnels.
- Visual branding was revamped to strengthen recognition and alignment with AmeriCU’s mission.
- Corporate-wide brand standards were established to ensure consistency across all touchpoints across segment journeys.
- Operational Efficiency
- Streamlined brand management processes were implemented to empower multiple marketing efforts happening across customer servicing channels.
- Developed clear marketing workflows to maximize efficiency and impact.
- Targeted Growth Initiatives
- Launched tailored, data-driven marketing strategies to increase brand awareness and adoption.
- Deployed omni-channel campaigns to engage members more effectively and drive revenue growth.
OUTCOME
By aligning brand strategy with business objectives, AmeriCU positioned itself for stronger market presence, greater operational efficiency, and improved member engagement—ensuring long-term growth and sustained impact. The outcomes of this overall brand optimization effort both exponentially increased customer acquisition and product adoption, as well as minimized overall marketing spend.
This project is representative of work completed while employed at AmeriCU Credit Union.
