Financial services: F& A Credit Union brand transformation
Challenge
F & A Credit Union is a not-for-profit, member-owned, provider of financial services . Membership is open to employees of the Los Angeles County Fire Department and many other government employees throughout LA County. F&A works incredibly hard to keep costs low, and investment yields high so members get high value returns on their accounts. That includes higher savings rates than other credit unions and banks, money market rates that are 70% higher than the national average, and lower lending rates than other credit unions and banks. F & A was up against some fierce competition from Fireman's First Credit Union and not only needed new member messaging, but a brand transformation.
Solution
We created a micro site designed to recruit prospective members, and test a new positioning based on focus group research conducted with members. We learned that members define value in more personal ways than just money. They believe value means protecting them, and fighting on their behalf.
Results
We are launching the new site this week (Jan. 31) and should have some results soon.
The Miller Group
The Miller Group is a Los Angeles based, woman-owned, culturally diverse marketing/branding/ad agency founded in 1990. The award-winning marketing/branding/ad agency was founded in 1990, with a 32-year history steeped in not-for-profit marketing and brand reinvigoration. Experienced in B2C and B2B communications.
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