Expedition Credit Union

Strum

Expedition Credit Union began life as MEA Credit Union in 1957 and served the financial needs of members of their namesake Minnesota Education Association. In 1998, the Minnesota Education Association merged with the State’s other teachers’ union to form Education Minnesota. With “MEA” no longer existing, the credit union followed suit and changed names to United Educators Credit Union and continued to serve the financial needs of staff and members of this new organization. Then, in 2019, United Educators was approved to expand its field of member to include those who live, work, worship, go to school, or do business in the counties of Anoka, Dakota, Hennepin, Ramsey, and Washington. With this change came the need to rename and rebrand to better reflect who the organization was, differentiate themselves within their market, and position themselves for future growth.

United Educators Credit Union took on the task of renaming and transforming their outdated brand in order to better position themselves externally to new potential members, as well as internally to staff and existing membership, while not forgetting their roots within the education community. Expressed goals for the brand transformation included increasing awareness of open membership to the communities they serve, delivering an authentic and real member experience, aligning processes, operations, and systems around the new brand, taking their employees’ passion for being real and delivering great service to the next level, and having a unique image that is distinct from the competition. The new brand had to be true and authentic to whom United Educators is and had to be able to tell their unique story. It needed to be consistent and differentiate them in a crowded market.

The Expedition Credit Union target audience has been segmented into four profiles, two designated as high growth opportunities and two retention opportunities. While the retention audiences remain a vital part of Expedition’s organization, it is the high growth audiences that the brand has been built to address and attract. Each of the growth audiences have unique traits and characteristics as well as commonalities that overlap. Utilizing this profile information, Expedition CU has been able to accentuate key strengths within their brand to better connect with and speak to their target audiences.

Target Audience Profiles:
Newly Independent (High Growth Opportunity) – early to mid-20’s, starting their career, living solo for the first time

Settling In (High Growth Opportunity) – early to late-30’s, dual income family, married, looking to buy first home, rising career path and income level

Balancing Life (Retention Opportunity) – 40’s, married with children, mid-career path and rising.

Approaching (Retention Opportunity) – Late 50’s, married, empty nester, saving for retirement.

Universal Commonalities Across All Target Audiences:
- Looking for efficiencies: time, cost, accessibility, and convenience
- Expect personalization
- Need advice, guidance, and financial education
- Tech savvy
- Want to belong to something “real” and authentic
- Likes local and artisan