ATLANTA — After 73 years, the time was right for a change for Georgia Telco Credit Union.
Picking an identity that honors its past while also being able to move with it into the future, the credit union now goes by Georgia's Own Credit Union.
"The new name and brand proposition represent a major milestone for the credit union, its employees and the 110,000 plus members we serve. Beyond being an emblematic way to honor our heritage and embrace a strong future, our brand proposition is simple and clear–we stand for the prosperity of our members, unmatched service and a healthier planet," said Georgia's Own CU President/CEO Charlotte S. Ayers.
For over a year Georgia's Own worked with Denver-based brand consulting firm Monigle Associates to find out the public's perception of the credit union. Unfortunately, the results revealed that the existing name was almost creating a barrier says Vice President of Marketing/Advertising Kelly M. Garmon.
"A lot of research went into this and we learned that among our members Georgia Telco was confusing because many still thought they had to work for a phone company to join," said Garmon. "We realized a name change would actually serve the greater good in terms of better articulating ourselves to members and non-members alike."
With the new name and tagline "It's Your Future, Own It" the in-house credit union team then ran with creating a distinctive identity and launched a multi-media blitz.
"We wanted to be very transparent in our agenda which ultimately means three things: prosperity of our members, providing unmatched member service and our commitment to a healthier planet," said Garmon. "We were already living and breathing it everyday so it was a matter of getting that message out to the public in a fresh new way that is a departure from what you typically see or expect from a financial institution."
Focusing on connecting with members on an emotional level, emphasizing corporate citizenship and social responsibility, the new branding
campaign includes everything from a simpler, revamped Web site at georgiasown.org, to sponsorship of the popular Georgia Tech versus University of Georgia football game at Bobby Dodd Stadium on November 24, 2007.
Leveraging some of the passion that already exists when it comes to the big football rivalry, Ayers is being featured during the Chan Gailey show. Gailey is coach of Georgia Tech and the show airs on Fox Sports South. Ayers will also go out on the field for the coin toss and will hand-off a check for the winner of the Georgia's Own half-time contest. The credit union is featured in the football program as well.
"On our old Web home page we tried to have it say everything, but to really connect with people we had to abandon that and keep it simple, uncluttered, streamline navigation, and even add a mapping feature for members to be able to get maps and directions to branches," said Garmon. "We are also letting people in on all we've been doing locally in our communities. That game we're sponsoring, is the biggest rivalry in the state and we've got billboards directing members to a Georgiasownbattle.com Web site where they'll find football trivia, a chance to win tickets and more."
In addition, to spread the word, Georgia's Own CU doubled its radio spots on Atlanta's Q100, a pop station that targets the 20-40 year old market. The station also recently held a live remote broadcast in front of Georgia's Own headquarters where CU-branded bottles of water were handed out. This month promotions for Q100′s A-list concert series All Access October sponsored by Georgia's Own CU's All Access Checking account begins.
As part of its recently launched major "Go Green" campaign in conjunction with WSB TV and other civic-minded organizations, Georgia's Own CU gets 30 second "Go Green" spots featuring Ayers; a 60 second spot featured on WSB Channel 2′s primetime Going Green Special, which mentions the credit union's efforts to go green while encouraging others to do the same; inclusion on the television station's Web site, which gets some 2 million hits a month; 30 second branding commercials that air in conjunction with the CU's "Go Green" spots; and periodic 10 second on air Georgia's Own CU green tips.
Garmon says the multilayered approach is designed to show the public how Georgia's Own CU is continuing in its efforts to fortify the communities it serves through event sponsorship, fundraisers and comprehensive scholarship programs, while being respectful of the environment.
"This is part of a huge statewide initiative for a better environment and Georgia's Own is the exclusive financial partner–it is something we again not only promote but we live. All our branches are 'Go Green' recycle drop-offs where members can shred and recycle personal documents, we use recycled paper and soy ink whenever possible, and we offer discounted loan rates for hybrids and alternative fuel vehicles as well as special incentives for energy-efficient home purchases and improvements," said Garmon. "After 73 years it was a very emotional decision to make this change but the feedback from employees and the members has been so positive in embracing the new brand. There is a new energy in the air and we are excited to move forward."
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