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Rebranding for Growth
EECU (Educational Employees Credit Union) is a member-owned financial institution based in Fort Worth, Texas. Established in 1934, EECU is one of the largest credit unions in Texas, with over 267,000 members and assets of over $3.4 billion. The credit union provides a full range of financial services, including checking and savings accounts, loans, credit cards, and investment services.
EECU operates 16 financial centers throughout North Texas, including locations in Fort Worth, Arlington, Bedford, Burleson, and Southlake. With a strong focus on member satisfaction, EECU Credit Union has earned a reputation as a trusted financial institution in the Fort Worth area.
Challenge
In order to expand its customer base and prepare for internal growth and territorial expansion, the Credit Union needed to undertake a complete marketing overhaul of its collateral, documents, uniforms, signage, and facilities. These materials had been developed over several decades, and the new approach was necessary to appeal to a wider audience. Additionally, streamlined processes were implemented to ensure that future updates could be made easily and efficiently.
Insight
EECU’s leadership and Board of Directors were extremely supportive of the rebranding efforts, which generated a great deal of excitement within the organization. This enthusiasm for the rebranding translated into a shared determination to take the company to the next level. As a result, when new solutions were introduced, it was much easier to gain buy-in from everyone because they were already receptive to making improvements.
Solution
Regular meetings were held with key stakeholders to conduct audits and identify items requiring updates. Brand standards and guidelines were established to facilitate future updates and development of new branded materials. Procedures were put in place to track marketing documents and retire them when expired. Regular financial center audits were conducted to educate and ensure adherence to brand standards and marketing procedures.
Relevancy
EECU has undergone a complete rebranding and now possesses a marketing blueprint for future financial centers to aid in their expansion efforts.
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