Intrepid Credit Union

Strum

Helena Community Credit Union has had a very strong presence in the Helena community since 1936 when they opened their doors to serve state employees. Since that time, they have opened their service base to include more communities across Montana. In 2017, Helena Community CU embarked on the journey of transformation to better represent the organization as it currently operates and serves. The name Helena Community Credit Union was found to be outdated and research indicated that it led to confusion about membership requirements and did not align with the credit union’s membership growth goals. It was with these findings that Helena Community Credit Union made the decision to transform its name, brand, and logo to be a better reflection of its current values, direction, tone, and voice along with to better position themselves for growth and relevance among a young demographic.

Target Audience Profiles

Primary target sectors for initial focus are:
1. Young and established millennials
2. Growing families

Secondary audiences are:
3. Planning retirement

Target Audience Common Threads:
- Looking for efficiencies: time, cost, accessibility and convenience
- Appreciate great value
- Need advice, guidance and financial education