Co-branded DPS CU Branches a Community Stand Out

DENVER – For DPS Credit Union branches are more than a member convenience. For over a year the $540 million credit union has been co-branding its facilities with the surrounding community in an effort to better connect with members. “We recently expanded to serve other well defined geographic areas. As we moved into those neighborhoods we didn’t want to lose our identity with Denver Public Schools but we also wanted to make sure that residents and tenants knew they could join so we concentrated on developing these branded branches so it is The Credit Union at Lowry or more recently The Credit Union at Stapleton,” said DPS CU Chief Corporate Officer Duane Bruno. “It has been a great way to create awareness and help residents view us as `their’ credit union.” The 1,500 square-foot retail full-service branch at Stapleton is the latest branch to be positioned as a member of the DPS Credit Union Network and marks a new approach for the credit union. “This branch is located in a shopping center that will give us lots of visibility,” said Bruno. “We’re pretty excited. Right now Stapleton has about 1,000 residents but it has been projected that over the next 10-15 years those numbers could swell to 30,000. In addition, more people will be working in that area than the inner city downtown area- so this is a great opportunity for us to expand into the community early on.” Like its Lowry branch, signage out front combines the DPS logo with CU at Stapleton and marketing materials emphasize the “your community credit union” angle. Bruno says with branch interiors that maintain similar color palettes and merchandising elements, members are not confused by the branding. “We’re new to these communities and are busy building our reputation by participating in and sponsoring local events and charities,” said Bruno. “Members are really responding to the brand and our visibility and profile in those areas are steadily increasing.” Bruno says a Stapleton grand opening treasure hunt also went a long way to spreading the word about the new branch. Stapleton residents were each sent a direct mail treasure chest postcard with a real key that unlocked a variety of prizes including 50 Home Depot gift certificates.