Featured Campaign: Northern Federal Credit Union

How does a mid-size credit union established in the close-knit communities of upstate New York define their credit union difference? By defining the meaning of ownership.

Experience The Ownership Difference

Northern Federal already had an established presence and great reputation in several towns. Their membership was growing, their products were competitive, and their branch presence and interior marketing was top notch. But they were ready to take it to the next level.

The first step for Third Degree was to bring their brand to life, by taking a tagline that Northern was already using, "experience the ownership difference" and give it some relevance. Explain the real value behind ownership and evoke an emotion that is one part pride, two parts common sense.

Once the brand platform was created, the next task at hand was to share internally with staff and members, working from the inside out before hitting the streets. Internal messaging channels include window clings, statement stuffers, multimedia screens, ATM wraps, and more. Externally the branding has been used to boost awareness from online ads to print to direct mail. But Northern believes in a healthy balance of grass roots along with promotion as well.

So while they're currently cooking up some community-based guerilla marketing (it's still a bit secretive, more to come) they are also full swing into opening a new strategically (and competitively) located branch along with a big splash high-yield checking push.

My Choice Checking Promotion

The My Choice checking launch in conjunction with a grand opening, is getting great results, and goes deeper than just the high-yield product, really tailoring different checking options to fit personal preferences.

The promotion also given Northern a competitive edge as it goes into a new market up against a certain well-known local community bank. Never one to shy away from a bit a healthy competition, they've made it clear (like in this ad below) that they are here to create some chatter.

And while Third Degree built Northern's brand positioning on their down-to-earth, way of doing business, their messaging also has the flexibility to capture another side of the Northern Federal personality, a frank sense of humor that is based less on whimsy and more on a tell-it-like-it is conversational style.