One of the largest credit unions in the United States, Teachers has been serving the Long Island and the greater New York area for over 60 years. What started as a credit union for Teachers only, has had an open enrollment for more than 20 years – but few in the New York area know it.
The new CEO challenged R\West to update the branding to better tell the modern Teachers Federal Credit Union story to a larger audience, without losing engagement with the existing membership. Our team worked to create an integrated marketing strategy that eliminated consumer confusion around the name and built a n overall stronger brand story, through the newly created brand platform: SMART FOR ALL.
We worked with Teachers FCU to streamline their user experience, bring financial education to the forefront and optimize their site for mobile as well as implementing the new brand identity. From every touchpoint, starting with the logo treatment to the ad campaigns, to the digital experience to the in-branch experience, we brought new life into the brand through active voice and great storytelling. Our goal to increase overall brand visibility & engagement that expanded brand awareness and drove increased conversion proved successful almost immediately with initial benchmarks exceeded within the first year of implementation.