Frontwave Credit Union

Strum

Beginning in 1952, Pacific Marine Credit Union had a strong presence in the military community of Southern California serving the financial needs of Marines, sailors, and civilian employees. As we continued to expand our service base to include the community at large, in addition to members of the military community, a decision to undergo a full brand, name, and logo transformation was made. After a thorough and exhaustive process, the name Frontwave Credit Union was chosen and a new logo that encompassed our brand essence of “We’re fighters” was developed. The logo needed to shift from outdated, confusing, and generic to fun, youthful, and bold and it needed to attract and appeal to a more youthful demographic while differentiating us within our market.

Our target audience has been segmented into four profiles, two designated as high growth opportunities (Young Professional, Upwardly Mobile Family) and two retention opportunities (New Recruit Marine & 2nd Life Marine), each with unique traits and characteristics as well as commonalities that overlap. Utilizing this profile information, we have been able to accentuate key strengths within their brand to better connect with and speak to their target audiences.

Target Audience Profiles:
- Young Professional (High Growth Opportunity) – mid to late-20’s, $38k HH income, early career level, engaged to be married, mid-market income level and rising.

- Upwardly Mobile Family (High Growth Opportunity) – mid to late 30’s, $70k HH income, married with young children, looking to buy first home, rising career path and income level.

- New Recruit Marine (Retention Opportunity) – late teens to early 20’s, completed boot camp, Frontwave is the contracted account provider for Camp Pendleton recruits with each recruit receiving an account and direct deposit of their Military Pay.

- 2nd Life Marine (Retention Opportunity): age 50-60+, retired military, Income $75k.

Universal Commonalities Across All Target Audiences:
- Looking for efficiencies: time, cost, accessibility, and convenience
- High mobile usage
- Need advise, guidance, and financial education
- Lives an active/outdoor lifestyle
- Very tech savvy in all aspects of life
- Use social platforms to stay connected with friends and family