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| Increasing competition and changes in the industry required Triangle-based RTP Federal Credit Union (RTPFCU) to take a new approach to the market. RTPFCU, struggling to understand their identity despite being a long-standing part of the community, needed to update their look to achieve their growth objectives and remain truly relevant. | Kelly MarCom’s market planning identified RTPFCU’s strengths and recommended creating distinctive positioning to attract new members. This positioning would bring forth a clear sense of the organization’s brand among RTPFCU’s associates. This newfound brand essence provided the foundation for designing a new, modern logo that better communicated the company’s value and uniqueness among credit unions. | The brand exploration process and the variety of newly-integrated materials helped RTPFCU infuse new life into their company culture. The logo and reignited sense of direction in the company inspired pride from both employees and members, earning RTPFCU great respect from fellow credit unions. |
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"As it happened, the completion of the branding project was the final piece of several important steps the credit union took in 2005. When I share our progress with friends in the industry, I am told time and time again that we actually did something not very many businesses do. We successfully changed our corporate culture. We changed it to the professional, friendly, progressive atmosphere that we have wished for and strived for, for several years. As I’ve spoken to other credit union people that have seen the logo and tagline, I have received numerous compliments and comments and that’s when I know we really have something great when those comments come from people in the industry that I respect the most – and that is exactly what happened. It’s difficult to describe just how deeply the new brand is being felt within the organization. There is a new sense of pride and professionalism in the organization. There is a new sense of purpose and team spirit – that has come from one basic concept – knowing who we are and what our purpose is. The brand, the logo, the new tagline, the new identity and the association with the many professional people at Kelly MarCom – all of it – we could not be happier. " Douglas M. Wilkerson,
President |