Case Study: New York State Professional Firefighters CU
Expanding a Credit Union Presence
Background:
In 2006, the Syracuse Fire Department Federal Credit Union sought to expand its reach and develop a brand for a credit union targeted statewide to professional firefighters throughout New York. With the support of the New York State Professional Firefighters Association, the credit union would be open to professional firefighters and their family members.
Campaign Goals:
- Develop a strategy for launching the new Credit Union and develop a campaign that would capture the essence of what the credit union represents.
- Distinguish the Credit Union as exclusively for professional firefighters and as a financial institution that truly understands the needs of professional firefighters and their families.
- Develop imagery and messaging that Credit Union employees and members can embrace and that instills pride and a common bond between the Credit Union and its target audience.
Logo
Campaign Challenges:
The challenges existed largely around developing an expanded Credit Union presence with a statewide footprint but few branches and no recognizable name or brand from which to build. Syracuse Fire Department FCU therefore anticipated the need to maximize technology in order to service this expansion. So a strong and easily identifiable brand was necessary. It was also paramount to build a brand-reinforcing website since many members and prospective members will only know the credit union by its virtual presence.
Creative Approach:
Preliminary logo marks and identity materials were important first steps in the development of the statewide concept. It is believed that professional firefighters have an affinity to the credit union, a sense of duty to belong. This
underlying allegiance is important to the success of the credit union's future.
Brand Boards:
Campaign Theme and Execution:
Third Degree developed a campaign based on the idea that the New York State Professional Firefighters Credit Union truly understands its members. The concept embraced the everyday aspect of firefighters' lives and their families. The campaign positioned the Credit Union as making a difference for its members by knowing their values like no other financial institution could.