CREDIT UNION ONE

CUONE faced several key challenges:

• Reaching Gen Z: CUONE needed to expand its appeal to younger Gen Z consumers without alienating its current Baby Boomer membership. The younger audience is tech-savvy, demands authenticity, and prefers brands that feel approachable, while the Baby Boomer generation values stability and trust.
• Lack of Brand Recognition: In a highly competitive banking space, CUONE was losing ground to competitors like Genisys and Vibe credit unions, which had already developed strong appeal to younger demographics. CUONE needed to build a more recognizable brand and find its place in the market.
• Disengagement with Banking Content: Younger audiences were disengaged with traditional banking content, finding it cold, impersonal, and boring. CUONE needed to humanize its messaging and create content that was relatable, warm, and friendly.
• Crisis-Preparedness: CUONE also needed to have a PR crisis planning strategy in place to respond swiftly and effectively in case of any unforeseen challenges that might arise during the campaign, ensuring its messaging remained consistent and positive.

TMV Group developed a clear and consistent brand strategy to reposition CUONE’s customer-solution-centered approach for a new era. It focused on inclusivity, bridging generations, and building relationships with members. The messaging was crafted to ensure every member regardless of age, race, location or financial status felt valued by the brand. Based on this strategic positioning, TMV Group developed the “Everyone Belongs” campaign. It illustrated the similarities between generations when it comes to financial needs and highlighted the personable, human side of CUONE that values every member.

• Message of Inclusivity: The campaign emphasized that “We’re more alike than we are different” when it comes to finances. Both young and old generations share common goals like saving money, managing debt, and avoiding fees, and CUONE offers services like no overdraft fees that benefit everyone.
• Authentic Conversations: The heart of the campaign featured authentic member stories that illustrated how CUONE helps people from all walks of life. The focus was on making CUONE appear like a helpful, communal space, in contrast to the cold, corporate nature of many other financial institutions.
• Respect and Care for Members: The campaign positioned CUONE as a credit union that respects and cares about the financial needs of all its members, whether they’re just starting out with their finances or planning for retirement. The message was clear: CUONE sees the value of every member and offers personalized services that help everyone succeed.

TMV Group executed a comprehensive campaign for CUONE, delivering a multi-faceted strategy that maintained the new campaign across various customer touchpoints.

TMV Group implemented the “Everyone Belongs” campaign across various media channels to create a well-rounded and effective brand presence that reached both younger and older audiences through the right channels. The media plan included a mix of television, outdoor, and digital media to maximize reach.

• Brand TV Spot Production: TMV Group produced TV spots that were distributed across targeted networks, using real member stories to highlight CUONE’s commitment to helping both younger and older generations with their financial needs through personalized support.These TV spots aired on targeted networks to reach the intended audiences.
• Outdoor Advertising: High-visibility outdoor ads reinforced the inclusivity message and showcased CUONE’s approachable and friendly image with diverse individuals. Billboards and transit ads helped boost visibility in high-traffic areas.
• Branch Openings: The campaign also aligned with CUONE’s branch openings, ensuring the brand messaging was reinforced during physical events, making new members feel welcome and existing members feel valued.
• Targeted Digital Media: TMV Group deployed a targeted digital media campaign, using behavior-based programmatic ads to reach specific demographics online. The digital ads emphasized CUONE’s unique services, such as no overdraft fees and personalized financial support, to create the feel of authentic, personalized interactions.
• Email Campaigns: CUONE’s existing members were sent personalized emails with stories from real members, reinforcing the campaign’s message that “Everyone Belongs.” These emails highlighted CUONE’s inclusive services and benefits for all ages.
• Direct Mail and Sell Sheets: Direct mail campaigns sent to targeted audiences reinforced the message of inclusivity, and sell sheets distributed at branches provided a clear, approachable overview of CUONE’s services and benefits to help potential members understand how CUONE could meet their specific financial needs.
• PR Crisis Planning: TMV helped CUONE prepare for any potential crises by setting up a clear crisis communication plan. This included pre-approved messaging, a communication flowchart for quick responses, and media training for CUONE spokespersons to ensure they were ready to handle any crisis situations that could arise during the campaign.

The “Everyone Belongs” campaign successfully addressed CUONE’s challenges and achieved significant results:

• 25% Increase in Gen Z Membership Applications: The campaign resonated strongly with Gen Z, leading to a notable increase in account activations from younger audiences.
• 15% Increase in Member Retention Among Boomers: CUONE maintained strong engagement with its older members, with retention rates rising as Boomers felt valued and appreciated by the credit union.
• 30% Growth in Brand Awareness: The campaign helped build brand recognition, with CUONE seeing a significant boost in awareness compared to its competitors. More consumers in the target demographic became aware of CUONE’s services and its inclusive, member-focused approach.
• Increased Social Engagement: The social media content, featuring real member stories, drove higher engagement rates across platforms, with both younger and older members interacting with the content and sharing their own experiences with CUONE.