THE CHALLENGE
The third largest credit union in Oregon hit 50 and was suffering a mid-life crisis. Members were feeling as if Oregon Community Credit Union had made too many changes too fast, and they no longer knew the institution they were dealing with. In the midst of increased competition, members and non-members needed to know who Oregon Community was, and what it did. They needed to understand the difference between credit unions and banks, know the breadth of services Oregon Community offered, and believe that, while the name and logo had changed, Oregon Community still cared about its members.
It was time to take a good look in the mirror.
THE APPROACH
HMH quickly discovered that Oregon Community must be clear about its brand promise, and bring it to life from the inside out. We didn't mean simply creating a new advertising campaign, but truly declaring who Oregon Community is and what it does. And living it every day.
HMH spent five intense months talking to members and employees. We conducted focus groups in three markets, held candid one-on-one interviews with the staff, and compiled a thought-provoking competitive audit. Based on a thorough analysis of our research, we were able to develop and recommend a fresh, new brand position built on a common theme that had emerged from the research: Oregon Community was nice. Remarkably nice. It was time to own that statement and make it synonymous with the brand.
THE WORK
In collaboration with the brand board and advisory committee members, the creative team produced an internal brand launch that included a teaser campaign, employee email blasts and a large, all-staff event complete with a video, brand book and signage. HMH led brand camps for executives and management, through which we conveyed how Oregon Community’s brand affects everything from environment and culture to policy and operations. The management team then led brand camps to educate employees. Each attendee received a CD of happy songs, gummy fish and a host of other surprises because it was…well, nice. Three weeks later the credit union launched a new on-brand product, "Remarkable Checking," using traditional tactics strengthened by guerrilla efforts. We handed out $2 bills on the street to announce "No more ATM fees," and bought coffee for an hour at a local Starbucks with no strings attached (just "Have a great day") and a website URL. We reinforced this first-of-its-kind in Oregon product with radio, print, online efforts, in-store signage and word-of-mouth buzz.
THE RESULTS
In four months, Remarkable Checking generated more than nine thousand new and converted accounts and more than $130 million in deposits. Scrapping the ten-year-old automated phone system and replacing it with a real person brought back the caring small business feel that is the very root of this community credit union. Members feel good again. And, best of all, Oregon Community is "living their nice" every day.
