Doing Great Things
with an Island Credit Union
As the largest credit union based on Vancouver Island, Coastal Community sought a rebrand to help position it in the crowded financial services category. To increase consideration and product usage, we developed a strategy that emphasized a key Coastal Community differentiator: its helpful, knowledgeable, local experts. This also allowed us to leverage a tension point—that member and prospects felt some mistrust of and resignation regarding the big banks in terms of service and profits. The strategy involved communicating the Coastal Community rallying cry, “Together, Let’s Do Great Things,” through surprising stories highlighting the great things made possible when clients and Coastal Community work together.
Results: Since the launch, many campaigns met or exceeded objectives, won AIME awards, and assets managed have increased by over 25%.