Good Things Happen Here

Background
In late 2004, Assiniboine Credit Union (ACU) found itself in a position of declining market share and slowed growth. Cost-cutting measures were preventing Assiniboine from keeping pace with the phenomenal success of the credit union category as a whole. Credit unions have high levels of overall member satisfaction but there is also the perception that they are all the same. Saddled with an outdated identity and consistent but undifferentiated collateral materials, Assiniboine’s advertising focused largely on product and very little on brand. A shift in strategy was required.

Objectives
Fusion began discussions with ACU about their brand, differentiation, offerings and values. Assiniboine’s commitment to Corporate Social Responsibility (CSR) throughout all facets of their organization made them unique amongst credit unions, they had received multiple awards for their approach, yet they were not known publicly for being socially responsible. Would a brand based on CSR drive business, translate to value for members and help them grow their business?

Solution
Fusion worked with Assiniboine to identify their unique business drivers, goals, values and attributes. The competitive arena was assessed and evaluated and research was conducted and analyzed to understand the current perceived Assiniboine brand. Five key attributes were identified - Inspired, Real, Connected, Progressive and Responsible – that authentically represent the essence of ACU and speak to its audience. A brand promise ‘to be Corporate Citizens for Good’ was also identified to guide decision-making and contact with stakeholders.

Creative development resulted in a vibrant new colour palette is fresh and unique, and represents vibrancy, diversity, and the colours of the natural elements. Energy bursts from inside the symbol reflecting the power Assiniboine both receives from, and emits to, the larger community. The new tagline ‘Good things happen here’ is a direct tie to the brand promise and an introduction of what can be expected at Assiniboine.

A teaser campaign was launched to tie ‘Good things happen here’ to the Assiniboine symbol and gain immediate awareness and meaning for the logo upon reveal. The new brand was revealed to Assiniboine staff to produce immediate internal buy-in, while the reveal campaign launched to the public the next day in print, TV, billboards and transit. Members received a re-designed newsletter introducing them to the new brand. Upon receiving teaser press kits, the Winnipeg Free Press and Sun picked up the ACU brand story.

Results
Assiniboine Credit Union has twice been awarded the honour of Top 100 Employer in Canada by MacLean’s magazine. In January, post launch deposits and loan growth were 60% and 53%, respectively, above projections. A merger between Astra, Vantis and Assiniboine Credit Unions saw the adoption of the Assiniboine name and brand due to high consumer awareness and positive brand attributes. In a telephone survey conducted in May 2006, ACU topped all other credit unions with 28% of respondents recalling ACU first in unaided mentions. Six months post launch of the new brand, over 40% of respondents recalled seeing or hearing the new tagline ‘Good things happen here’. Member retention was identified as a key success measure of the merger; membership grew by 5% in six months. After positive experiences with Assiniboine, both members and community partners are using the brand to convey their satisfaction, stating that “Good things happen at Assiniboine.”