Community First
Intro
Community First Credit Union first opened its doors in the 1940s as the Algoma Steel Credit Union (ASCU), but by the early 21st century they had expanded and needed a new brand and a new marketing approach. For the last six years, Lucidia has helped build a robust brand and helped the credit union grow in membership and stature.
Objective into Results
To get the message out that ASCU was more than just a steelworker’s credit union, the credit union needed more than just advertising. They wanted to change their name, re-brand the company, and create a new image for themselves.
Lucidia created a new brand, website, and logo, as well as developing a whole new marketing approach for them using interactive, radio, distinctive brochures, brand advertising and direct mail. And we couldn’t be more pleased with the results.
In 2006 Community First achieved record sales volumes; loans increased by 19%, total revenue grew by 11% and they began being recognized with awards!
In 2007, Community First won the Achievement in Marketing Award from the Marketing Association for Credit Unions (MACU), a silver Davey Award from the International Academy of Visual Arts and a silver w3 Award.
In 2008, five new MACU awards were added, and in 2009 they received an Achievement in Marketing award at the 2009 MACU Awards in Quebec City for their innovative new website.
Conclusion
What’s most important to us is that we helped Community First help their members achieve ‘financial comfort’. This affirms for us that when marketing is done in the best interest of the member/customer, everyone benefits.
Idea into Approach
The first step in rebranding ASCU was the name change. ASCU became Community First Credit Union, a name designed to reflect their values and their history as a financial institution for the people of Sault Ste. Marie and Timmins.
The theme of the brand was ‘financial comfort’ and Lucidia positioned Community First as a credit union that’s in touch with the needs of its members. Since the people at the credit union were down to earth and fun, we also decided that we should include a touch of humour in our work with them.
The project began with the development of a new website in which we incorporated new graphics, new colours, and a whole new look that would be immediately recognizable as Community First Credit Union.
The colours we chose for Community First reflect their down to earth qualities and genuine care for their members. We chose orange and green, vibrant colours that evoke comfort and approachability. In addition, we used images like a giant piggy bank and an Elvis figure in ice, with tag lines such as ‘this little piggy saved money’ and ‘preserve your principle’.
