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Becoming
Advia
Developed Our Plan
Development of New Brand
Introduction to our Team
Introduction to Members
Introduction to
Community
Living to our New Brand
In this step of the process, we determined Needed partnersKey stakeholders
Timeline
Key Stakeholders Defined
MembershipCredit Union Team(s)Credit Union LeadershipCommunities Served
Becoming
Advia
Developed Our Plan
Development of New
Brand
Introduce to our Team
Introduce to
Members
Introduce to
Community
Living to our New
Brand
In this step, we developed both a naming committee and branding committee, tasked to
identify and propose the new brand of our credit union
Included development of
NameLogo & Brand ColorsVisual Standards and Tone of VoiceCore Values & Culture Drivers
Becoming
Advia
Developed Communication Plan
Development of New
Brand
Introduce to our Team
Introduce to
Members
Introduce to
Community
Living to our New
Brand
Determining a New Name!
Naming Committee developed including our Board Chair, CEOs of joining CUs, Marketing Managers, and Executive Assistants
Additionally, surveys provided to Board Members and Key Executives to find scope of naming goals:
A name that unites us – speaks to advantages, being advocates, providing a pathway
A name that resonates – progressive but not trendy; tells a relatable story that spans generations
Distinctive and tells a story - of trust, commitment, innovation and energy
Determining a New Name!
After 42 names dissected, and multiple rounds of consideration …
Advia Credit UnionExperience the advantage of membership via innovative financial solutions.
Now our task was to breathe life into this new name & brand promise!
Logo & Brand ColorsVisual Standards and Tone of Voice
Key Identity Pieces
Core Values & Culture DriversBrand Promise
Process included: Surveys provided to all staff, managers and Board to determine culture drivers.
In this step of the process, we introduced our new name and branding to our team!
Becoming
Advia
Developed
Communication Plan
Development of
New Brand
Introduce to our Team
Introduce to
Members
Introduce to
Community
Living to our New
Brand
Team UpdatesPIT Crew Monthly NewslettersLetters from CEOsTimeline UpdatesCelebrating Progress
Brand Camp400 Staff from 3 StatesIntroduction of new IdentityFeatured SpeakersBuy in to Culture and Core Values
In this step, we developed and implemented our communication strategy to introduce to
our 100,000 members
Multiple Channels Used
Direct MailEmailIn Branch (floor displays)Micro Site (Advancing Lives)Online BankingNewsletterSocial Media
Becoming
Advia
Developed
Communication Plan
Development of New
Brand
Introduce to our Team
Introduce to
Members
Introduce to
Community
Living to our New
Brand
Direct Mail
EmailNewsletter
Advancing Lives Micro Site& Sweepstakes to Win
Our micro site was developed as a teaser to our introduction for members and our communities. Promoted 10 winners of $1,000 … for themselves and another $1,000 to their favorite local charity. Yielded over 5,000 entries.
Advancing Lives Micro Site& Sweepstakes to Win
In this step, we worked to re-identify ourselves to our communities served
Multiple Channels Used
TV/VideoOutdoorRadioMicro Site (Advancing Lives)Social Media
Becoming
Advia
Developed
Communication Plan
Development of
New Brand
Introduce to our Team
Introduce to
Members
Introduce to
Community
Living to our New
Brand
In this step, we worked to re-identify ourselves to our communities served
Multiple Channels UsedTV/VideoOutdoorRadioMicro Site (Advancing Lives)Social Media Ads
This is an ongoing “work in progress”As we continually working to
develop and live to our brand identity
Member Service SystemsTeam Development/Performance ReviewsLiving our Core ValuesHow we Communicate our VoiceProduct Development (technology focus)
Becoming
Advia
Developed
Communication Plan
Development of
New Brand
Introduce to our Team
Introduce to
Members
Introduce to
Community
Living to our New
Brand