Mutual Savings Credit Union launched a new brand in the first quarter of 2012 that will help the financial institution continue a progressive growth trend. The branding campaign takes on a new approach to informing targeted audiences about MSCU.
“Our previous brand was in place for several years and helped members know that our products are convenient and easy to use,” said Sonja Purvis, Chief Marketing and Development Officer for Mutual Savings. “The new brand will help people know that at Mutual Savings Credit Union, yes, ‘You Can Do That’”.
‘You Can Do That’ serves as the answer to the questions that people may have when considering a Mutual Savings membership. Need to refinance your mortgage, purchase a new vehicle or start a savings plan? As the new ads say, ‘You Can Do That’ at Mutual Savings Credit Union.
The branding campaign also doubles as a reminder for current members.
“The concept of the campaign came about when reviewing our membership,” Purvis said. “We hope to welcome new members as a result of this campaign but we also want to remind our current members that MSCU’s versatility eliminates the need to look elsewhere for additional financial services.”
Careful consideration and planning went into the development of the ‘You Can Do That’ branding campaign. Its distinctive jingle and tagline are already getting noticed in local media.
“It was important to us to feature a memorable tune in the ads,” Purvis stated. “We also put an emphasis on creating lyrics that included our company’s name. We feel this will extend the impressions and impact of this campaign.”
Mutual Savings Credit Union’s new branding campaign has been applied to the credit union’s print, radio, television and in-branch advertisements.
Mutual Savings Credit Union is a $158 million financial institution with 7 locations throughout Jefferson, Shelby, Tallapoosa, and Dallas counties. Residents, students, workers, and worshipers in these counties are eligible for membership to Mutual Savings Credit Union.