By January 2024 Verve, A Credit Union had experienced stagnation: low, no, or negative growth for multiple years, despite providing measurably excellent products and service. Leadership hired STIR to provide a new vision and we began the relationship by conducting a comprehensive Future Scape Planning process. A plan was approved in early March by the corporate executive team and work began immediately to revive the brand’s growth potential.
Beginning With a Holistic Review
Strategic review indicated that the brand’s health suffered on many fronts. Success on such a broad scale required the precise coordination of the following efforts:
- Refining brand positioning, developing new messaging and advertising with greater consumer appeal.
- On-page website SEO and developing new page content. Boosting site speed and enhancing user experience.
- Off-page SEO by standardizing and correcting online listings, connecting aggregators and directories.
- Conversion funnel and the form-fill process. This became the number one priority.
- Short- and long-term promotional strategies.
- Digital marketing strategy in the form of paid search, programmatic, and paid social campaigns.
- Terrestrial media, internal and in-branch activities.
- Integrated content, PR, and organic social media strategy where none had previously existed.
Keeping the Same Brand, Building a New Campaign
Verve’s original brand positioning, identity and graphics package were outstanding. They needed a new message and go-to-market strategy worthy of their name that enthusiastically leveraged these assets. STIR developed and implemented a comprehensive brand campaign which included a website refresh, TV ads, outdoor boards and sophisticated digital advertising.
Promoting Product Through Targeted Media
To drive leads and sales immediately, product promotions were quickly developed and launched, pushing qualified prospects to website landing pages for conversion.
Driving Credibility and Favor Through Community PR
STIR leveraged Verve’s ongoing community event activations through targeted local media relations, providing financial thought leadership and driving valuable positive impressions. Examples include:
Thought Leadership to Drive Perceptions and Leads
To build brand trust, demonstrating leadership in financial literacy is essential. Verve took the lead in fraud prevention with an appealing, yet educational campaign that created engagement and built trust among prospects.
- Verve Launches Don’t Feed the Phish Campaign – WisBusiness
Banking the Benefits
Four months after the planning process was concluded brand growth was restored and the Brand Turnaround has begun. Work is ongoing and planned strategies yet to be executed will yield significant incremental growth in the coming months and years. Verve has abundant reason for optimism and enthusiasm.