Advia Credit Union was born in January 2014 when two thriving credit unions – First Community Federal Credit Union and E&A Credit Union – made the decision to merge together. Credit unions are owned by their Members and operate as not-for-profit organizations designed to offer financial products and services at a low cost to their Members. This reality is at the core of Advia Credit Union.

When James & Matthew began working with Advia  in the fall of 2013 to prepare them for the launch of their newly merged credit union, there were two essential goals that were evident. First, Advia needed to communicate the value of this newly formed brand to existing Members. Secondly, we sought to assist Advia in significantly growing its market shares. These two goals have since continued to serve as the foundation for the work we do for Advia every single day.

Advia Credit Union was born in January 2014 when two thriving credit unions – First Community Federal Credit Union and E&A Credit Union – made the decision to merge together. Credit unions are owned by their Members and operate as not-for-profit organizations designed to offer financial products and services at a low cost to their Members. This reality is at the core of Advia Credit Union.

When James & Matthew began working with Advia  in the fall of 2013 to prepare them for the launch of their newly merged credit union, there were two essential goals that were evident. First, Advia needed to communicate the value of this newly formed brand to existing Members. Secondly, we sought to assist Advia in significantly growing its market shares. These two goals have since continued to serve as the foundation for the work we do for Advia every single day.

247
cups of coffee consumed by our team
20
miles traveled to visit with Advia
967
purple overlays placed on stock images
Services Utilized
  • Digital Advertising
  • Branding
  • Social Marketing
  • Web Design
  • Photography
  • Video Production
37
bad dental puns made
16
of Shawarma consumed while talking strategy
12
miles traveled for client collaboration
Services Utilized

Digital Advertising
Branding
Social Marketing
Web Design
Photography
Video Production
Motion Graphics

Putting People First

Advia’s problem that needed to be solved was a simple, yet complex task – proving to Members and potential Members that Advia is a credit union dedicated to serving its people. As a freshly merged credit union, earning the trust of its Members was essential to Advia. To tackle the obstacle at hand, the team at James & Matthew worked around the clock in the weeks leading up to the official opening of Advia Credit Union. Our tactics involved three main strategies, though they can all be summed up by one simple concept – putting people first.

The first strategy that we utilized was create a campaign with the purpose of giving existing Members a glimpse into the merger that would soon be finalized. In the month ahead of time, we rolled out a campaign focused around sharing that “Advantages Are Coming”. This concept of advantages became a foundational part of the Advia brand. Secondly, we introduced that Advia promise to Members through the CEO and President of Advia Credit Union. By allowing Members to connect with the CEO and President, it in turned allowed Members to connect with Advia as a whole. Lastly, across all platforms and mediums, we sought to assure Members that while the name of their credit union has changed because the merger, the great service and excellent people they’ve come to know and love would remain.

Putting People First

Advia’s problem that needed to be solved was a simple, yet complex task – proving to Members and potential Members that Advia is a credit union dedicated to serving its people. As a freshly merged credit union, earning the trust of its Members was essential to Advia. To tackle the obstacle at hand, the team at James & Matthew worked around the clock in the weeks leading up to the official opening of Advia Credit Union. Our tactics involved three main strategies, though they can all be summed up by one simple concept – putting people first.

The first strategy that we utilized was create a campaign with the purpose of giving existing Members a glimpse into the merger that would soon be finalized. In the month ahead of time, we rolled out a campaign focused around sharing that “Advantages Are Coming”. This concept of advantages became a foundational part of the Advia brand. Secondly, we introduced that Advia promise to Members through the CEO and President of Advia Credit Union. By allowing Members to connect with the CEO and President, it in turned allowed Members to connect with Advia as a whole. Lastly, across all platforms and mediums, we sought to assure Members that while the name of their credit union has changed because the merger, the great service and excellent people they’ve come to know and love would remain.

What Does Advia Mean?

Our ultimate goal was to gain the trust of Members and potential Members of Advia Credit Union. We understood just how essential it was to tell the story of not only the merger itself, but also the meaning behind the creation of Advia. Our desire to tell the story of this new brand came to life through video.

Sharing the story behind Advia Credit Union, explaining the meaning behind the name, and explaining some of the core values allowed new and potential Members to immediately make a connection with this new brand. We further solidified this connection by featuring the President and CEO of Advia.

Business Loan Campaign

Creating a business loan campaign for Advia was one of the tangible ways that we had the opportunity to put Advia’s brand on display in a practical manner. For this campaign to be successful, we understood the need to feature Advia’s core values and voice, while also appealing to the correct target – business owners.

The concept for this campaign features the headline “Move Your Business Forward”. The main appeal of a business loan to a business owner is that it would allow them to continue to grow their business and push forward toward their next big milestone. We also chose to focus on the product benefits of taking out a business loan with Advia – with the main emphasis on waived closing costs. Business owners will appreciate the straightforward information, as well as the great features of this offer. Lastly, we kept the design of the ad very simple and on brand to keep the emphasis on the copy. The photograph was intentionally chosen to reflect the target audience and feature someone who is optimistically looking toward the future of their business.

The Results

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“Put People First” spot has received nearly 45k views on Youtube
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“Half Off” spot received more than 82K views on YouTube
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Overall, loan applications are up over 10% from last year
22
Auto loan applications saw an increase of 22% over the previous year

Conclusion

The public’s perception of a brand is often an integral aspect of a company’s growth – this was especially evident for Advia Credit Union. When Advia Credit Union experience a significant change in the form of a large merger, it was essential to assure customers that serving people was still at the heart of the organization. By building integral trust of Advia among its Members, we have helped to shape Advia’s brand and public perception, as well as helped them to achieve significant growth.