GAFCU Core Conversion Marketing

With a major conversion of its core processing and remote banking systems only months away, Greater Alliance FCU came to us with this challenge, so we created a four-phase campaign based on three key principles:

• Position the conversion positively as an upgrade, without “core conversion” or computer jargon that could worry less tech-savvy members
• Integrate familiar, reassuring elements of the Greater Alliance brand and its “A Greater Way to Bank” tagline
• Leverage the credit union’s trusted staff, providing support materials and talking points with ample time to allay fears in 1-to-1 conversations

OUR CREATIVE APPROACH

Taking advantage of the helping hands in Greater Alliance’s logo, each concept showed a closeup of hands accessing a new credit union feature, next to a direct headline announcing the benefit “for you.” This simple approach aroused anticipation of new perks, instead of anxiety about a system changeover.