The $218 million City Credit Union has painted an entire wall in its headquarters to help promote its mortgage program.
The Dallas based credit union labeled the mural the "home zone" and made sure its in plain view its busiest teller lines. The effort drew the attention and won a marketing award from CU Members Mortgage, a leading CU mortgage partner.
"We are thrilled to have won," says LaTaunya Williams, Director of Brand Innovation for City Credit Union. "It means a great deal to us to win this award. This mural project was created as a major branding effort to increase the attention toward our mortgage department, letting our members know that we're still here ready to serve them when they need assistance purchasing a home."
Williams says the mural, which took a few weeks to complete, was created during the credit union's recent remodel. It is full of bright colors – bands of yellow, orange, and red – with a large, generic Home Zone graphic for members to see while waiting in the teller line. The mural's copy informs members about City Credit Union's various mortgage products that it can provide them.
"So it not only grabs your attention, it also tells our members about what our mortgage department offers them," she says. "It's generated a lot of feedback – all positive. I mean, you can't miss it. It covers the entire wall."
"We enjoy seeing the creative projects our credit union partners create promoting their mortgage businesses," states Linda Clampitt, Senior Vice President of CU Members Mortgage. "City Credit Union certainly deserves all the credit for coming up with a project that has generated plenty of attention for its mortgage department. For this great effort, they deserve our first Marketing Achievement Award for 2011."
City made 275 real estate loans worth more than $13.6 million in 2010, according to NCUA data.
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