A New Conversation about Banking
Challenge
As the largest credit union in Southern Arizona, it would have been easy for Vantage West to be complacent. They experienced solid growth through smart financial stewardship and highly competitive product offerings. But their stodgy brand, coupled with a fragmented customer experience, worked against their prospects for long-term success. They understood that building more engaged lifetime members required a shift in culture and the establishment of a bold, purpose-driven brand from the top down. So in 2017, they engaged in a true agency-of-record relationship with BRINK, who managed a multi-million dollar marketing program and crafted a strategy that the entire organization could rally behind on the path to attracting and retaining more engaged, lifelong members.
Solution
After kicking off with an intensive 4-week research, prototyping and testing sprint, we developed a brand strategy that would serve as both a strategic and creative foundation to everything we would do. After revamping the design system, producing an asset library, and redesigning the website, we launched a robust content marketing operation and produced a number of creative campaigns for the Phoenix and Tucson markets. Our tactics have included: - A semi-annual member magazine - A regular content series that spotlights thriving local businesses - Bold multichannel creative campaigns employing digital, TV, radio, print, and out-of-home - User-generated content campaigns - Digital toolkits - Sophisticated product journeys with member prospects - In-branch displays and interactions
Results
From 2017 to 2021, Vantage West grew from $1.6B to $2.5B in total assets while successfully opening 4 new branches in the Phoenix market. Our creative work has won Best Of Show in the local Advertising Federation and garnered significant national attention among the credit union associations, elevating Vantage West as one of the most respected brands within their industry.
BRINK
BRINK is re-imagining how brands, causes and creators compete in the oversaturated attention economy by making what matters to the person on the other side of the screen. We’re all drowning in an ocean of media. Impressions are a false currency. Machine-optimized, amygdala-tickling clickbait might make your report look impressive for a...
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