PORTSMOUTH, N.H.–Service Credit Union has rolled out new branding it said challenges people to think about their financial readiness at life moments, big and small, while also showing that the credit union is “ready” to be a financial partner.
The campaign concept, developed by creative agency James & Matthew of Shirley, Mass., is designed to build deeper awareness of the credit union and strengthen name recognition, Service CU said.
“When New Hampshire residents, neighboring New England residents, and military personnel think of their banking needs, we want them to think Service Credit Union,” said Wendy Beswick, vice president of marketing at Service Credit Union, in a statement. “With this campaign, we are trying to encourage them that there is never a perfect time to be ready. It’s a mindset or an action.”
According to Service CU, the inspiration for the brand campaign came from the credit union’s tagline of “Ready to Serve,” and was expanded to Service Credit Union’s wide array of products and services. SCU said it is telling its “powerful message” by focusing on storytelling to highlight SCU’s brand. It communicates a story in one word: Ready.
This multi-faceted campaign includes digital video, audio and display as well as social media advertising on Facebook, Instagram and YouTube. The advertising also includes traditional and connected TV and radio spots. The campaign runs until Dec. 23.