Situation:
The credit union for MacDill Air Force Base needed to expand its brand outside of the military heritage of the MacDill Air Force Base but was concerned whether a rename would impact business.
Analysis:
Through qualitative and quantitative research we were able to identify the core audience segments who were most opposed to a name change. As a result, a proactive communications program targeted those most likely to be upset. We also measured the value of the word “federal” to members and non-members.
Result:
MacDill Federal Credit Union became grow financial and subsequently grew assets by over 50%, while losing less than 0.001% of members during the name change.
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