Embraces Past to Pave Future
Issue: To enhance relationships with current members and to attract new, loyal members, Proponent Federal Credit Union asked Coyne to evaluate the essence of its brand for future marketing efforts.
Idea: Coyne laid the groundwork for impactful marketing efforts by evaluating the Proponent brand from the inside out. Armed with secondary trend research and financial services data, the team interviewed key stakeholders, employees and current and prospective members to uncover the universal truths about Proponent. Using a range of creative tools, the team tested the threshold of ideas that felt right and the concepts that were inconsistent with the brand vision. With the confidence of this new grounding, Coyne created fresh new marketing plans, worthy of a company named “Proponent,” for the client’s priority products. While the brand evaluation was underway, the credit union also asked the agency to execute its immediate Proponent Visa marketing program during the critical post-holiday period. Concurrent to brand planning, the team rolled out fresh advertising creative, online and point-of-sale materials and direct mail.
Impact: The success of the Proponent marketing campaign will ultimately be determined by sign-ups and dollar volumes generated through member activity. However, the preliminary Visa marketing yielded increased credit card acquisition rates compared to previous years. The client’s new campaigns rolled out in Fall 2015, with new member recruitment taking place the following year.