Frontwave Credit Union

Strum

In 2018, Frontwave Credit Union, then Pacific Marine Credit Union, took on the momentous task of renaming and rebranding to better reflect the organization we had become, differentiate ourselves within our markets, and better position ourselves for future growth. After much research, strategy development, planning, and design, Frontwave was introduced to the public in late 2018. With this in mind, the 2019 advertising and marketing plan took on a dual goal of promoting credit union products and services as well as introducing the public to the new name and brand with a desire to have these messages seamlessly work together. Part of the marketing efforts included a robust digital advertising plan focused around Frontwave’s mortgage products.

To build an effective campaign that would be attractive and relevant we would need to focus our messaging on our target audiences. The Frontwave Credit Union target audience has been segmented into three profiles, two designated as high growth opportunities and one retention opportunity, each with unique traits and characteristics as well as commonalities that overlap. Utilizing this profile information, Frontwave has been able to accentuate key strengths within our brand to better connect with and speak to our 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 all new male Marine recruits west of the Mississippi. Each recruit receives a checking account and direct deposit of their Military pay.

Universal Commonalities Across All Target Audiences:
- Looking for efficiencies: time, cost, accessibility, and convenience
- High mobile usage
- Need advice, 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