Denver Community Credit Union Branding
Denver Community Credit Union (DCCU) had maintained the same branded look and feel for decades, but when their charter changed to add two counties to their service area it was time to rebrand. FiG was brought in to help, and immediately conducted extensive market research, including surveys and focus groups. DUCC agreed with FiG’s recommendation that the new identity incorporate a monogram icon that implied expansion with letter forms creating concentric circles. This was combined with the tagline “Reach Further,” connoting ambition and progress. FiG developed a series of posters for the credit union branches that introduced the brand to customers.
At the same time, FiG undertook a complete makeover of DCCU’s website. It was clear that the existing site was not user-friendly and difficult to navigate. The goals for the new site were to:
- Reflect DUCC’s high level of customer service.
- Quickly communicate the scope of DUCC’s services.
- Encourage outreach to DUCC.
- Grant secure access to members’ existing account information.
FiG developed a new website featuring:
- A re-categorized top level list of services with easier navigation that quickly steered users to the right financial service product.
- Customer e-banking account access directly from the home page.
- Portals for loan applications and new accounts.
- An interactive branch and ATM locator.
- Social media streams with live updates of DCCU’s Facebook, Twitter, and YouTube sites.
- Signup options for DUCC’s online Clear Money classes.
- A search feature enabling users to quickly find the DUCC information they need.
FiG also created a mobile friendly version of the website with information on rates, locations, and more.
As DUCC’s media buying agency, FiG coordinated a radio advertising campaign focused on home equity lines of credit (HELOCs) targeting Denver, Adams, and Arapahoe counties. FiG created the ads and placed them on five carefully chosen radio stations. In order to track the traffic and conversion rates, each ad used a different phone number and URL. The ads had specific and limited calls to action, so they drew responses primarily from motivated borrowers with predictably high conversion rates.
- 20.75% of site visitors completed the form
- 32.08% were converted from a combination of form completions and phone calls