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In Fall of 2007, Connects was approved to expand their service area to the greater Richmond market and turned to RightMinds for a comprehensive brand overhaul, marketing strategy and complete advertising execution. Connects faced several challenges, including an inconsistent brand identity, little public awareness, increased competition, and a limited number of locations. In light of these challenges and 0% net growth for three years, Connects set aggressive goals for 2008: add 120 new accounts per month, grow total assets by 5%, and gain 1000 new credit union members.
In-depth SWOT analysis and integrated marketing strategy
Radio, direct mail, online media, public relations and on-site events
“Enveloping wave” device to tie visual communications together and convey acceptance and care
Messaging centered on the benefits of being “connected”
In the first six weeks, Connects experienced unprecedented growth that surpassed monthly benchmarks
505 accounts added in first month—420% of 2008 monthly goal
232% increase over February 2007
12.6% growth in assets
250 new members (25% of 2008 goal)
$3.5 million increase in CD deposits
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