TopLine Financial Credit Union

TopLine’s objective is to continue to strengthen our brand awareness in the Minneapolis/St. Paul metropolitan areas. This helps our credit union stand out among the hyper-competitive market we reside in. We continuously focus on evoking positive and friendly emotions when members do their financial business with us – in person, over the phone or digitally.

TopLine’s focus was on expanding the credit union’s footprint to amplify the credit union’s awareness and draw from a larger consumer base to attract new members. TopLine built a new free-standing branch in Bloomington, Minnesota to expand services to individuals, families and small business owners in the southwest metropolitan area, which located very close to the Mall of America and Minneapolis International airport, with both new residential and business presence, and is a heavily trafficked area.

This new branch was designed as a flagship branch, to pay tribute to TopLine’s heritage who established the credit union in 1935. The roof line and drive up replicates the “T”, depicting a telephone pole and line. The new Bloomington branch includes innovative technology like Interactive Teller Machines (ITMs) that provide members with remote assistance service, combining the convenience of ATMs with the personalized experience of a branch and other touch screen capabilities that offer financial education learning opportunities.

With the opening of the new branch, TopLine also developed a new tagline for our next era. The objective of TopLine’s newly developed tagline, “Connected, We All Do Better,” is to pay tribute to the credit union’s heritage, the telephone workers who founded the credit union in 1935 when seven employees of the Bell System pooled $35 to create Minneapolis Telco Credit Union. Our new tagline supports our ongoing mission of connecting with our members, communities, colleagues, and non-profits as well as calls back to the connecting provided by the industry of the telephone workers who established TopLine.

The target audience included the Minneapolis/St. Paul metropolitan areas, with a population of 3.7 million, along with current TopLine members (51,000).