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Invest in your credit union’s brand — It’s worth it

first_img 35SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr,Allison Maertens Allison Maertens oversees all marketing functions at Hawaii State FCU, including advertising, public relations, financial education, online marketing, and member communications and events. Under her leadership, Hawaii State FCU launched … Web: https://www.hawaiistatefcu.com Details A brand is more than a logo, colors, or slogan — it’s the experience you deliver to members each and every day. A strong brand is essential when it comes to standing out from the crowd. Yet investing precious resources into brand development makes many credit union leaders anxious. They wonder how to approach the brand process, how to define clear objectives and how to demonstrate the return on investment in their branding efforts to members and boards.The time and effort it takes to completely overhaul a brand may seem overwhelming and risky, but if done correctly, it can be a rewarding experience for members, employees and credit union leadership. Here are a few tips for credit unions looking to strengthen their brands.Face your weaknessesOne of the most difficult parts of rebranding is coming to terms with the fact that something needs to be fixed. A few years ago, our team at Hawaii State Federal Credit Union (Hawaii State FCU) realized that we had an identity issue. We knew we offered great value to our members, but outside our circle of membership, people didn’t know who we were. Our brand identity wasn’t strong enough to stand out in a sea of local credit unions. We were easily mistaken for our competitors when it came to our logo, the colors we used, and even our name.Oftentimes, organizations that look inward end up uncovering difficult truths. We decided to face ours head on and make the necessary changes to succeed.Identify your key driverWhen we decided to rebrand, our first goal was to create a brand strategy centered on a key driver — the one quality that defined us as an organization. This key driver would have to have the power to rally staff and members around a common cause.Our team began by doing a 360-degree brand assessment, which involved interviewing staff, members, and the community. We focused on engaging and listening to our employees, one of our organization’s greatest assets. A common conviction that came up in focus groups, on surveys, and in conversations is that our employees truly believe in doing what is right for our members.We also spoke with members, uncovering stories of how the credit union had supported them unfailingly throughout the years. It was clear that our competitive advantage lay in our relationships with members.Thus, our motto was born: “Always right by you.”“Always right by you” means that we are always going to be there for our members, through every stage of their lives. It means that we are committed to doing the right thing, treating our members and each other like family. Not only did we define our distinct key driver, we were able to create graphics and collateral that communicated it visually. Live your new brandOnce our leadership team, board of directors, and employees were on board with the new brand and motto, we set out to make it a part of our members’ experience. We created key messages that articulated our brand values clearly and authentically, and used them as a roadmap for creating member-facing communications. Visually, our brand evolved from cool, corporate tones to bold, warm and friendly colors, which were carried through at our branches and in our marketing concepts.Our employees were proud to live our new motto, making member service simpler and more effective. “Always right by you” became a guide that empowered our team to make consistent decisions every day. We wanted our employees to live the “always right by you” motto authentically, bringing it to life so our members could feel it, hear it, and experience it. These positive experiences are the gateway to member satisfaction, referrals, retention and loyalty.The rebrand required a significant initial investment of staff time and capital, but we knew that we would be forgoing short-term gains for long-term success. Four years later, we still see the benefits of the process. Our new brand brought about a cultural shift, and from development to implementation, the entire process instilled pride in our service and our people. From 2013 to 2017, our membership grew 20 percent and employee engagement increased from 85 to 95. Our turnover rate decreased and was consistently lower than the state average.Many credit unions don’t feel there is a need to build their brand or don’t believe it is an urgent issue. But when an organization is ready to come to terms with its weaknesses and embody its strengths, it can make all the difference.last_img read more

Football players to return to campus, begin voluntary workouts June 8

first_img Published on June 2, 2020 at 11:48 pm Contact Danny: [email protected] | @DannyEmerman Comments Facebook Twitter Google+center_img The Daily Orange is a nonprofit newsroom that receives no funding from Syracuse University. Consider donating today to support our mission.Football players will return to campus and begin voluntary workouts next Monday, Syracuse Athletics announced in a press release. It’ll be the team’s first time on campus together since athletic activities were canceled on March 12 due to the coronavirus.The NCAA previously approved voluntary activities starting June 1 with adequate safety measures and cooperation with local and state governments. Atlantic Coast Conference rival Clemson will also begin workouts June 8, but brought its football players back June 1 for a one-week social distancing period. The Southeastern Conference will start workouts June 8 as well. Syracuse’s voluntary workouts, in advance of the preseason training camp on Aug. 5, will be held with strict safety guidelines that follow the recommendations of public health and government officials. SU Athletics is confident that it can reduce the risk of COVID-19 infections while beginning to reinstate a typical training and preparation schedule, Director of Athletics John Wildhack said in the release.AdvertisementThis is placeholder text“We are committed to partnering with health experts and complying with Onondaga County and New York state public health policies,” Wildhack said.Upon returning to campus, every athlete will be tested for COVID-19. A positive test could yield an isolation period lasting up to 14 days or until a negative result is returned, the release states. The first phase of Syracuse’s plan includes athletes being grouped in “pods” of at most 10 people based on housing assignments. Members of each pod will be permitted contact only with one another and designated staff members during the first phase. In the next phases — likely implemented in July — the groups will grow in size until they make up the entire team. While training, social distancing measures will be enforced in the weight room and athletic facilities. Athletes will be expected to maintain six feet of distance in facilities and access to the athletic training room will be limited to essential medical care.“The health, safety and well-being of our student-athletes, our staff and the campus and Central New York communities is my top priority. Period,” head coach Dino Babers said. “We will be rigorous in the testing and monitoring of our student-athletes, and my staff and I will be working diligently to educate our team on prevention and detection.” The university also appointed Senior Deputy of Athletics Herman Frazier as the infection control officer, the point person for athletes and staff who think they may have COVID-19. He’ll work with the university’s infection response team and make sure all protocols — such as daily temperature checks — are followed. Frazier has worked as a college sports administrator since 1979, but has no experience in medicine or public health. Student athletes’ return to campus allows Syracuse University to begin implementing protocols and procedures that the Fall 2020 Open Working Group developed ahead of the accelerated fall semester, according to the release. The university will resume residential instruction on Aug. 24.last_img read more

VIDEO: Flings Owusu-Agyapong takes silver in women’s 60m at AIT International Grand Prix

first_imgGhana’s female sprinter Flings Owusu-Agyapong was at her very best in the final of the 60m Women AIT international Grand Prix 2017 in Ireland. Agyapong finished an impressive second in the race with a time of 7.2 seconds behind LAWSON Lekeisha of the United States of America.She qualified to the finals having won her Heat with a time of 7.29 seconds but had to settle for second best in the final showdown. AIT International Grand Prix is an indoor athletics event held annually. It is the fourth year in a row as athletics fans across the Great Britain have been availed of the opportunity to witness some of the world’s best talent on show in the midlands arena.last_img read more