IH Mississippi Valley Credit Union “Move Up” Brand Recharge
AMPERAGE Marketing & Fundraising helped set a new brand direction for IH Mississippi Valley Credit Union.
Set a New Path for the Financial Journey
The goals were to reconnect with current members and to build a compelling storyline of helping the customer and traveling with them on their financial journey.
AMPERAGE’s work with the credit union included:
- Market research
- Marketing plan
- Theme development
- Revitalized and usable graphic standards guide that we called “Living Brand Branding Guidelines”
- Internal buy-in plan
- Television advertising
- Digital video ads
- Digital display ads
- Landing page design and programming
- Website design and programming
Move Up to Living Brand
We started with the Living Brand Branding Guidelines. We named employees “pathfinders” to help them understand their role within the new campaign. The mantra became: “We are pathfinders. All of our members are on a financial journey of success. Members chart their own journey. Each person defines his/her own success. We help guide the way.”
The campaign told the stories of milestones we all face on that journey, from commingling funds after marriage to being a single parent with kids. These were real stories about real members to help connect and drive engagement. People could see themselves in the stories and relate to the issues and solutions.
Move Up to a New Approach
The campaign’s media ran for only 90 days. The data defines the success:
- 12,055 video views of content in five different video executions
- 8,295 clicks to landing page or website
- Search click-through rate was 5.42%; industry national average 2.65%
IH Mississippi Credit Union continues to use the branding theme, branding line and Living Brand Branding Guidelines.
September 18, 2020