NPSCU Brand Revitilization
Category
Division 1 <$500 million assets > Coordinated Campaigns
Description
North Peace Savings & Credit Union’s strategic work began with strategic plans that identified a major opportunity to shift our brand goals, position, value proposition, and characteristics to better support our business objectives and the NPSCU mission. Extensive research over an 18 month period unearthed that while our commitment to small and medium sized businesses was described as more innovative in helping them achieve their goals this core value was not being reflected in our identity. NPSCU resolved to reinvent our brand, developing a more differentiated brand identity to attract members and prospects, and reinforcing our positioning and local relevance to those individuals.Brand Communication Objectives
• North Peace Savings and Credit Union unveiled a new slogan paired with a refreshed logo to improve, redefine, and repackage our products and services, with a focus on small medium enterprises. This strategic decision was designed to better position NPSCU’s ability to provide innovative products and services that cater to the financial demands of life in North Eastern BC. We are about offering flexible products and services, tailored to the financial needs of business and retail members.
• With the bold and vibrant colors of our new brand, we wanted to better showcase our flexible, forward thinking way of doing business. Our brand is more people forward, modern, bold and innovative – characteristics showcased by our new look.
• NPSCU’s new slogan represents our belief that by encouraging the success and well-being of our member-owners, our staff and our community, and the support we offer local businesses, we will be able to contribute to greater member prosperity, a healthy local economy and a better quality of life. This is the story behind the credit union’s new slogan: It’s Your Life, Build it Here.
• To showcase community investment strategy in local communities which support businesses and families
• To reset our website experience and in-store environment to support the new brand
Value Proposition
• To show our members that we understand business better because we are a local institution.
Brand Promise
• We nurture local business to build member prosperity and the local economy for a better quality of life in BC’s North East.
Growth Objectives (2013 – 2014 Annual Plan)
• Increase membership by 3%
• Deposits to grow 9%
• Lending to grow 19%
• Employee engagement growth of 9%
Share