Case Study: Tinker Federal CU
We Get It Campaign
Background:
Tinker Federal Credit Union (TFCU) is the largest credit union in Oklahoma with more than $1.3 billion in assets and 175,000 members. Dozens of competitors, including banks to other credit unions are jockeying for market share within the OKC metro area (a population of approx. 1 million). Some of these banks are nine to ten times larget than TFCU, with much larger marketing budgets.
Campaign Goals:
- Develop a brand image campaign positioning TFCU as professional, capable and caring
- Appeal to a wide audience with emphasis on adults 25-49 (those more likely to purchase a car or home and need a loan)
- Develop an image that TFCU employees can embrace and instills pride among the TFCU team
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Positioning:
Third Degree and TFCU developed a message strategy built on the following key points:- TFCU understands you work hard for every dollar
- TFCU is here to help you find financial solutions
- TFCU is not-for-profit; care what's best for you
- TFCU is professional, capable and sincere
Creative Approach:
Third Degree developed a campaign based on the idea that TFCU truly understands what motivates its members. The concept embraced the everyday aspect of people's lives- what, and who, they cared about when they weren't working hard for their money. The campaign positioned TFCU as making a difference for its members by knowing the value of their time, the true value of their money, and bein a financial partner that could help along the way.Taglines: we get it... make it count.
Outdoor
