Case Study: Wright-Patt CU
Love Campaign
Background:
As the largest credit union in Ohio, Wright-Patt Credit Union strived to be indispensable to the community with relationships so unique and powerful that the Credit Union
becomes meshed into the lives of its members' financial lives. The Credit Union introduced innovative products with an unexpected level of service. Third Degree was consulted to develop a compelling message to communicate how Wright-Patt Credit Union is truly different and what that difference means to a prospective member audience.
Campaign Goals:
- Develop a compelling messaging platform
communicating how Wright-Patt Credit Union is truly different - Deliver the message in a real voice that resonates with everyday people and in a dialogue that is easy to follow
- Convey the mission of "helping people through life" and what that means on an actionable level of offering relevant products and services with personal attention
- Gain consensus among the board, executive team, staff and membership on the core value, new identity and marketing strategy
Posters
|
 |
Campaign Challenges:
- Developing a strategy that management and staff can stand behind and not just be the latest 'thought of the day.'
- Avoiding generic messaging that removes focus too much from Wright-Patt's compelling proposition
- Maintaining a strong call to action without too much focus on soft brand delivery
Creative:
The campaign was built off the two most compelling aspects of Wright-Patt Credit Union to current and prospective members: Surprising products and an unexpected level of
service. Wright-Patt is better able to deliver their mission promise because Wright Patt Credit Union has got the love.
The "love" was at the heart of the visual and messaging platform. The phrase speaks to a people-helping-people philosophy and member-focused products. It represents, in common language, the desire the Credit Union has to be indispensable to the community they serve.
Television
Themeline:
Now you gotta love that!
This is ultimately the acknowledgement of the true difference and Wright-Patt's philosophy. Its nature is almost a callto- action. But unlike a "don't miss out!" type sales approach, its intent is an enthusiasm for the delivery of difference to the member and reflects the heart of the mission of helping people through life.