VISION CREDIT
UNION / BRANCH
ACQUISITION
VISION CREDIT UNION / BRANCH ACQUISITION
OUR WORK
DESCRIPTION
CHALLENGE: In early 2019, Vision Credit Union began negotiating the acquisition of a Wetaskiwin credit
union branch owned by Encompass Credit Union. If successful, it would be the first Canadian
credit union acquisition of its kind. Vision was new to the Wetaskiwin market. In the world of financial institutions, however, acquisitions are often unfriendly. As a larger institution coming into town, Vision could have been perceived as a big outsider coming in to take over the branch of a smaller credit union. We needed an
integrated marketing campaign to build brand equity and foster trust in order to encourage Wetaskiwin members to switch to Vision. We had six-months.
SOLUTION: We developed a multiphase campaign based around the slogan: “Proudly local banking.” This concept was built on a core Vision brand message of community connection. We supported the tagline with images/stories of Wetaskiwin residents who already banked with Vision, taken in iconic Wetaskiwin locations. From these photos, to the creation of custom town crest illustrations for Vision’s communities, to the provision of the CEO’s phone number on communications, we reinforced the idea that Vision isn’t some giant financial institution from the city; Vision is a neighbour from just down the road.
RESULTS: Vision’s acquisition of the Encompass Wetaskiwin branch was an unmitigated success. All told, 99.8 percent of Encompass members transitioned to Vision during the acquisition.
01 / MICROSITE
02 / OUT-OF-HOME ADVERTISING
02 / IN-BRANCH SIGNAGE
03 / DIRECT MAIL
04 / NEWSPAPER
05 / DIGITAL MARKETING
05 / COMMUNITY BLOG
06 / COMMUNITY LUGGAGE STICKERS
OTHER PROJECTS
TOGETHER, LET’S TELL YOUR STORY. CONTACT US.