In 2008, Forth Worth Community Credit Union launched a new brand platform developed by Third Degree Advertising. The agency says the strategy behind the “You’re Worth More” positioning was to differentiate Fort Worth Community from banks, and to overcome any perception that the credit union had lost their “personal touch.” Here is a selection of promotions the agency produced after overhauling the credit union’s brand identity.
BRAND BOARDS
These were used at the conceptual stage in presentations to capture the essence and idea of the brand.
‘Loans Worth More’
With an objective to increase Fort Worth’s home and auto loan portfolio in the first quarter of 2009, Third Degree developed a targeted direct mail campaign, paired with a loan-oriented microsite (LoansWorthMore.org).
LOANSWORTHMORE.ORG MICROSITE
Carefree Checking
Fort Worth Community has a long-term awareness campaign to help boost checking accounts, but without a hook like a high-yield interest rate, differentiation isn’t easy. However, Fort Worth found when they compared their fees to competitors like Chase, Bank of America and Navy Federal, they were a better value. Fort Worth positions their product as simple, absolutely free, with no fees and coupled with a “people-over-profits” branding message. Campaign elements include a microsite, carefreechecking.org, on-hold messaging, print, direct mail, outdoor, drive-thru banners, online ads, standees, HTML email and more.
‘Holiday Fast Cash’
In 2009, Fort Worth wanted to take a holiday loan promotion they had been doing for ten years and update it to fit their new brand. The Holiday Fast Cash loan is a personal/signature loan up to $15,000 at 7.9% for 12 months. The Holiday Fast Cash product was focused on current members who were most likely to get loans for their holiday shopping. Third Degree developed a “wind up” theme using imagery of wind-up toys, and messaging that played upon the urgency of the holidays. Deliverables included three versions of direct mail, outdoor boards, drive-thru banners, teller counter posters, newspaper ads, statement stuffers, standees and online advertising.
