LONGVIEW, Wash. — With a name change controversy a year old and mostly forgotten, the staff of the $423 million Red Canoe Credit Union was out celebrating a sweet victory this week: capturing nearly all the Washington Credit Union League's marketing medals in its size category.
“I'm pretty proud of the fact that we knew from the start our name change would come in for criticism but we did it right to prepare the membership and the media,” declared Amy Davis, vice president of marketing at the old Weyerhaeuser Credit Union, whose chief sponsor was the wood products giant.
For weeks the “Red Canoe” moniker draw negative reaction from some members and snide comments from media scribes who ridiculed the CU for adopting “a silly, cute name with no financial connection.”
In vindicating its name switch, Red Canoe management said it was heartened the industry recognized its work in pursuing the re-branding, winning six of eight top prizes plus two honorable mentions at the annual Spectrum Awards Dinner in Spokane Sept. 12 during the league's annual convention.
“It was an amazing journey for a very talented team,” said Davis also crediting Weber Marketing Group, the Seattle agency which helped craft the Red Canoe campaign in the fall of 2006 and in the early months of 2007.
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