I’m a big fan of Garrison Keillor and his radio show “Prairie Home Companion.” What is it that makes his listeners so loyal? Ask any of his 19,370 fans on Facebook and I bet they will agree it’s his mastery of story telling.
Some of the smartest ad campaigns have learned this lesson well. What dad can’t relate to Subaru’s “Baby Driver,” a story about the moment their “baby” drives the first time. Another favorite is an ad where Mark asks his girlfriend for a second chance using Google Chrome. Talk about viral marketing, this ad has gotten over 408,000 hits on YouTube since it first ran on TV. (if you haven’t seen it take a look...
HVFCU Case Study
Financial Services Branding and Collateral
Upcoming classes given by Ann Byne
challenge + solution
HVFCU Case Study
challenge:
The Investment Center was brought in-house in 2005 as a department of the credit union; new leadership was hired; and its offerings had been recently expanded to encompass products and services ranging from mutual funds and stocks, to estate planning and trust services. The challenge was to develop a brand based on strategic analysis results that were “complementary but distinct” from the current brand image of Hudson Valley Federal Credit Union and create an initial launch plan.
solution:
To create a Strategic Analysis Report capturing the essence of our research, which involved interviewing key leadership, members, and staff. We interviewed employees of The Investment Center and general employees to understand their perspectives and invited their suggestions as ideas to be considered. Feedback from the employee interviews provided us insight into opportunities to clarify misconceptions about The Investment Center. From there, multiple naming, logo and tag line options were discussed and the current logo and tag line were chosen.
We created a themed campaign for employees to ensure their buy-in, which included writing a speech that was given at an employee event, giveaway suggestions and ideas for branch involvement moving forward. For consumers we created and produced a radio ad, marketing materials, buck cards, a general print ad and Big Picture Book.
The Investment Center was launched with enthusiasm from general staff and was well received by the public. The radio ad was recognized with an award from The Advertising Club of Westchester. Most importantly, Jeff Thatcher as well as other staf shared their pleasure with our efforts.
