The Challenge - When two Sioux Falls Credit Unions (Bell FCU and Midwest Partners FCU) merged, it was time for an entirely new identity. In a saturated market, standing out in the crowd would most certainly pose a challenge. What was needed was branding with a purpose. We made it happen.

 

The Solution - In the discovery phase, we found that the two credit unions both had a loyal following among older adults. What they lacked was a strategy to reach potential customers (actually, members!) earlier in life. From that simple insight, Voyage Federal Credit Union was born.

As the name “Voyage” implies, people are on a journey through life. That journey is the common thread between each of us. But what makes us all different is that we each take our own path. Our tagline, “Because every journey is different,” speaks to that, and arms Voyage with a foundation to target people in all stages of life.

The initial campaign for Voyage is called “Hello Dreams,” and will center on how members can move closer to their dreams and aspirations thanks to low interest rates and fewer fees.

 

The Results - While “Hello Dreams” is currently being implemented, this isn’t our first rodeo when it comes to the financial sector. We partnered with Bell Federal Credit Union before they merged with Midwest Partners and during that time, we increased new monthly membership by 40% and our car loan promotions surpassed their goal by 15%.

We look forward to the same level of success with Voyage.