Rebranding A Credit Union

Making A Traditional Credit Union A Player In A City Of Banks

 

As the chief marketing officer of Charlotte Metro Credit Union I was fortunate enough to work with an ambitious board of directors and CEO who allowed us the latitude to pursue an aggressive marketing campaign that involved research, planning and careful execution. And our efforts were rewarded.

 

When I joined Charlotte Metro it was a 43-year-old credit union with a solid reputation for serving employees of the city of Charlotte, North Carolina, home to some of the Nation's largest banks. It was also ready to grow.

 

Having just secured a charter to serve a larger segment of the local population, the credit union's innovative president and CEO had visions of broader growth. So we began a comprehensive marketing project that included research into consumer expectations of financial services providers. That led to a rebranding campaign that included neuromarketing research, provocative television advertising and brand placement in some of the most visible channels available, including professional sports.

 

Learn more in The Details.

 

 

The Details

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Rebranding A Credit Union

 

Making A Traditional Credit Union A Player In A City Of Banks

 

 

As the chief marketing officer of Charlotte Metro Credit Union I was fortunate enough to work with an ambitious board of directors and CEO who allowed us the latitude to pursue an aggressive marketing campaign that involved research, planning and careful execution. And our efforts were rewarded.

 

When I joined Charlotte Metro it was a 43-year-old credit union with a solid reputation for serving employees of the city of Charlotte, North Carolina, home to some of the Nation's largest banks. It was also ready to grow.

 

Having just secured a charter to serve a larger segment of the local population, the credit union's innovative president and CEO had visions of broader growth. So we began a comprehensive marketing project that included research into consumer expectations of financial services providers. That led to a rebranding campaign that included neuromarketing research, provocative television advertising and brand placement in some of the most visible channels available, including professional sports.

 

Learn more in The Details.

 

 

The Details