EFCU Financial has a long and successful history. However, awareness of the brand was low among its target audiences. This was mainly due to two years of halted marketing efforts in anticipation of their new name. FUSESENSE was tasked with creating a brand that exudes life and personality within an industry typically viewed like a commodity. Our goal was to introduce the new brand in a way that differentiated EFCU from its competitors and attracted new members.
Setting the Foundation
EFCU Financial’s senior management team served as an open book during FUSESENSE’s discovery process, sharing everything from the brand history to their dreams and challenges. FUSESENSE dug deeper and gathered input from the board of directors and staff at each of the eight branch locations.
Key staff members participated in an exercise aimed at unearthing the brand’s existing and desired personality traits. These findings, coupled with data from a competitive analysis, served as the foundation for building a complete brand architecture.
Walking The Walk
Equipping the EFCU staff with knowledge of the new brand was a key first step to delivering the brand. FUSESENSE developed an extensive internal communications plan to serve as a complete branding guide for staff members. FUSE also helped with the internal kickoff meeting to present the new brand. A “Brand Camp” theme was developed to engage the team and demonstrate the new values through fun, practical scenarios.
Building the Brand
Using the newly created brand value architecture as our foundation,
FUSESENSE set out to build the EFCU Financial brand from the ground up.
We began with a color exploration factoring in what colors mean, how their meaning aligned with the brand personality, and which colors were fresh in the marketplace.
EFCU Financial’s logo needed to reflect the stability and personality of the credit union. FUSESENSE accomplished this balance by creating a logo that featured a smile incorporated into a unique mark. The new EFCU logo represents the personality and approachability EFCU wanted to portray along with a solid typeface to ground the mark for stability.
Tone of Voice
EFCU Financial’s strongest differentiator, in an over-banked market, is its approach to business. FUSESENSE took advantage of this by establishing a brand tone that mirrored that approach - professional but relaxed, caring but purposeful.
EFCU Financial prides itself on being fanatically focused on its members. FUSESENSE created a tagline that delivered that message while highlighting the brand personality in a fun and unique way. By pulling out the "U" we created a versatile element to use on multiple materials to come and made the brand relatable.
A Sneak Peak
In an effort to create interest and buzz prior to the release of the new name, as well as to maximize the media budget, FUSESENSE developed a teaser campaign to drive traffic to a specially created micro-site focused on giving you a reason to smile.
EFCU Financial’s philosophy of personalized banking was incorporated into its advertising elements as a simple smile to create intrigue. That smile was the focal point of the outdoor teaser campaign.
FUSESENSE approached the publisher of the area’s top lifestyle magazine with a completely new idea to utilize space above its distribution racks. We designed, tested and developed prototypes and ultimately created a new, budget-friendly advertising space for our client.
share the love
Ads and social media posts were used to drive consumers to a micro-site where visitors were asked to share photos of their smile to spread happiness. This embraced the philosophy of the brand and reemphasized that EFCU Financial would give you a reason to smile.
In order to gain maximum exposure for the rebrand, FUSESENSE simultaneously launched a fully integrated campaign rollout. The creative advertising campaign includes television, print, radio, outdoor, social and digital components. New on-site signage, and environmental graphics completed the new brand look and feel.
An Audience of One
FUSESENSE established individual identities for each of EFCU Financial’s target segment. A series of print ads were created with each ad highlighting a particular service most relevant to that target.
Pointing The Way
Branch location and visibility are a challenge for EFCU Financial. Billboards were strategically placed within proximity to each branch and included clear and accurate directional messaging.
Reinforcing the Brand
Customer service and personal relationships are what set EFCU Financial apart from others in the banking industry. Radio ads were written and delivered in a style consistent with those unique selling points.
On the air
Bringing Life to the Brand
EFCU staff members pride themselves on building genuine relationships with credit union members. That pride was the focus of the television advertising campaign.
FUSESENSE managed all the paid media budget including strategy and placement to ensure EFCU got the most bang for its buck. Leveraging relationships into added value was key to the campaign success.
FUSESENSE built a social media look and plan that concentrated on positioning EFCU consistently with its brand personality and increasing user engagement.
When a local baseball star partnered with EFCU to provide investment and wealth-planning services, his likeness and reputation were used as the focal point of an ad that brought credibility to EFCU.
EFCU Financial unveiled its new name and brand to its staff and members via an online video delivered by the CEO. FUSESENSE scripted the announcement in a conversational style and coached the CEO throughout the production process.