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					  The Heritage
Marketing Strategy
               Marketing

Marketing Plan       Marketing Strategy
• Specific actions   • Shaped by business
• Schedule of          goals
  promotions &       • Defines business
  advertisement      • Positioning
                     • Targets
                     • Products & service
                     • Brand
                     • Advertising Mix
      Strategy Components

•   Competitive market
•   Positioning as a niche player
•   Target market
•   Brand
•   Advertising mix
•   Our story




                           Heritage
    Competitive Market




• Competitive market
• Small communities
• Positioning as a niche
                   Niche



• Unique products/pricing
  •   Checking products
  •   HELOC
  •   Mortgage loans
  •   CD specials
• Service experience
• Community connection
           Target Market


•   Women
•   Age 28-35
•   Starting a family
•   High school education
•   Web user
•   Basic knowledge of finances but not
    savvy
                 Brand

Definition
•   HCU personality
•   What we stand for
•   How we behave
•   How members & public view us
•   Describe HCU as a person
       Where is our brand?

•   Marketing promos/logo/radio/billboard
•   Building design & landscape
•   Look & feel of our branches
•   Employees
•   Service
•   Presentation
•   Words we choose
•   Product offerings

    Everything that members see and experience
            Current Brand

•   Comforting - 23
•   Friendly - 18
•   Professional – 18
•   Helpful - 10
•   Fun - 9
•   Community/neighborhood - 8
•   Strong - 7
•   Old fashioned - 6
            Current Brand

Above all Heritage is a place of comfort to our
members. HCU is staffed by friendly and
professional people who pride themselves in
fitting in with the local culture and giving
helpful service. We are a strong financial with
traditional values. Our dress is casual and
relaxed with bright colored shirts and khakis.
                New Brand

•   Friendly
•   Helpful
•   Professional
•   Community/neighborhood
•   Warm
•   Simple & easy to use (innovation)
•   Trustworthy & honest
•   Cooperative
•   Upbeat
•   An experience
•   Passionate
                New Brand

•   Friendly
•   Helpful
•   Professional
•   Community/neighborhood
•   Warm
•   Simple & easy to use (innovation)
•   Trustworthy & honest
•   Cooperative
•   Upbeat
•   An experience
•   Passionate
              Elements

•   Warm colors
•   Show movement
•   Use textures/pattern
•   Clean, simple, caring message
•   Warm lifestyle images
•   Community
•   Image matches the warmth of our
    branches
             Design Elements

             Warm colors




                                  Texture/patterns

            Movement




Apply to all areas of the brand              Lifestyles
            Applications

Logo

•   Cool & warm colors
•   Movement? Rigid?
•   Clean/simple?
•   One image
•   Fit our image?
Applications

     New Logo

     • Warmer colors
     • Keep blue to save $
     • Sun variation – symbol of
       warmth
     • Movement
     • Clean/simple
     • Separate sections -
       versatile
     • Font update
           Applications

Logo
• PDS/Sauk in April
• Introduction to all members in July
• Change over 1 year
• Web site July
• As needed in other venues
           Applications

Promotions

• Consistent integration of warmer
  colors/bright to attract but not bold
• Separate areas with movement
• Use textures/pattern to create depth
• Clean, simple message & image
• Use of warm lifestyle images
Promo Images
Newspaper Ads
          Applications

Branch
• Warm environment/colors
• Clean, simple message & image (LCDs)
  Lifestyles & subtle messages
• New presentation materials
• Welcoming smells & taste
  (coffee/cinnamon/caramel corn)
• Comfortable furniture
• One, simple brochure
• Community boards
Branch Pictures
            Applications

Radio

•   Clean, simple message
•   Use of tag line every time
•   Stand out message
•   Professional production
•   Greater use – audible memory
           Applications

Web site

• Warm colors & images
• Simplify color palate
• Less words on home page/simple
  messages
• Show movement
• Use of textures/patterns to create depth
• Professional & organized
• Community connection
           Applications

Wording

• Talk to the member in plain English (no
  “salesy” talk)
• Relates CU values & feels authentic
• Message about connecting w/ the
  member
• Focus on member needs vs. marketing
• Tag line fits our brand
• Phone messages & service
• Style guide – logo, emails, phone
                Applications

Tag Line
• Difference

Expect more. Feel the difference.


People who care …that’s the difference.
The Heritage blend …that’s the difference.
4.75% checking …that’s the difference.
Higher rates, fewer fees …that’s the difference.
Tag line examples
         Advertising Mix

•   Radio
•   Billboards
•   Direct mail
•   Community involvement
•   Multi-sensory
•   Word of mouth
             Our Story

• Started by Adolph Bolz, brother in law of
  Oscar Mayer
• Great Depression
• Open billfold to lend $ between paychecks
• Offered hope for a better life
• Pool resources
• Founded during difficult times to help
  people
• …the credit union difference
                Next Steps
• Communicate brand image – Ads immediate
• Integrate logo changes over next year
    • April – PDS and Sauk
    • June – reminder kick-off to staff & style guide
    • July 1st
       – Member notification in statements
       – Update web site
       – Experience materials
       – Receipts & other documents
    • Branch image updates (LCDs, living room feel)
    • Other logo materials as replenished (letterhead,
      envelopes, etc.)
    • Signage throughout the year
    • Promotional items & logo wear 2010

				
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posted:7/22/2011
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