UW Credit Union will roll out a new brand strategy informed by Madison consumer research to focus on retaining members beyond their college years, according to its chief marketing officer.
The rebranding will include a new logo, new marketing headlines, and a brand position that more accurately reflects UW Credit Union members.
Research conducted by PR strategists found that public opinion about UW Credit Union perceives it as a starter bank, mostly for young college students.
“The whole idea behind this branding is to focus on this idea that we are actually here for every stage of life,” Senior Vice President and Chief Marketing Officer Anne Norman said. “We’re perfect for those who are just starting up because we will provide the financial literacy and education you need to make really smart financial decisions.”
According to Norman, UW Credit Union has a member retention rate of 98 percent.
“We’re invested in your future,” Norman said. “We want to be able to say ‘we knew you when...’ We want to be your partner through all those stages of life.”
Another aspect of the rebranding focuses on the advanced technology that is available through UW Credit Union. Part of the rebranding will feature new products such as debit programs and online banking systems.
Norman said that although the rebranding will change the logos and advertising messaging, it will not change the culture of the company.
“I’m really excited that what people will start to read and see about UW Credit Union is a true embodiment of who we are as an organization,” Norman said.
