We conducted a competitive analysis and market research of their current operations and aspirations for future direction, focusing on how to attract the millennial audience. Through our research, we compiled data on banking habits, usage, and perceptions as well as mobile banking and radio streaming. This research process provided an identification of trends and insights in the credit union industry and shed insight as to how they promote their financial institution in contrast to traditional banks. Our competitive analysis evaluated current and potential competitors in the financial institution industry and their strengths and weaknesses in direct relation to our client. Our analysis identified trends and opportunity to create a brand standard and competitive advantage for Ocean State Credit Union.
Phase 3 | More Company signage, Ad Design, Promotional Products and Microsite
One challenge and concern was informing the current members of the name change before the masses, and at the same time working on an array of other marketing pieces. They included some of the following;
- Print ads – Newspaper, Magazine, Newsletter.
- Brochures
- Direct Mail
- Hologram Magnets
The DDL team created and designed promotional direct mailers that included a letter from the President introducing the new name change and a transitional lenticular magnet that presented the old logo to the new.
These 4×6 mail pieces incorporated gold foil as a way to represent the brand standard and logo color change. The mailers were sent to 17,000 current credit union members as a personalized way to inform them of the new change and maintain their business. It included a website address for members to log onto for additional Q&A.
CCUtoOSCU.com Landing Page
The landing page, CCUtoOSCU.com was viewed approximately 1000 times over a course of 30 days and included a copy of the letter, the new TV spot, company animated spokesperson, FAQ and a way to contact OSCU team member. With our website heat-mapping and session-replay technology, we were able to see how the members were interacting with the page. We were able to see most users went directly to the FAQs and very rarely filled out the contact form.
The page was built solely to help ease the minds of the current member base and preventing numerous disgruntled phone calls into the locations. In conjunction with the direct mail piece and this page, out of the 25,000 members, there were very minimal phone calls regarding questions with the name change.