Rally Credit Union

MDR Advertising

As the 6th largest credit union in Texas, NavyArmy Community Credit Union had outgrown its cherished but misleading name. In an effort to evolve and innovate in order to make sure that services were available to all members of the communities we serve, we enlisted MDR, our brand and advertising agency, to undergo a 4-year process to refresh our brand in a way that didn’t forget our past but would take us well into the future.

OBJECTIVE
Beyond the overall goal to overcome barriers and increase credit union membership, the objectives identified to drive this long-awaited endeavor included:

AN HONORABLE EVOLUTION - Create a meaningful and impactful concept and roll out for a new name and corporate brand identity that will excite members and board alike, providing organizational leadership a wide momentum for ongoing brand growth.

A RALLYING OF THE TROOPS - Develop a successful system for internal marketing geared towards boosting employee morale and encouraging all teams in all markets to fully understand, embrace and live the new brand promise and purpose.

A MEASUREMENT BENCHMARK - Additionally, a plan to conduct brand awareness, attitudes and usage studies in two year increments was adopted to begin in 2024 to gather ongoing brand measurement against awareness and consideration metrics.

TARGET AUDIENCES:
Finance Unengaged: Millennial & Gen Z, $20,000-$35,000, unestablished economic status.
Finance Comfortable: Gen X and Older Millennials, $60,000-$80,000, established economic status and high growth
Finance Savvy: Gen X+, $90,000-120,000, more affluent and towards the later part of their career.

TARGET MARKETS:
Coastal Bend including: Aransas, Bee, Jim Wells, Kleberg, Nueces and San Patricio Counties.
Population: 547,904

Rio Grande Valley including: Cameron and Hidalgo Counties
Population: 1,325,181