Tuesday, July 20, 2010

CultureLab's Branding Work for InTouch Credit Union


New InTouch Credit Union TV Spots Let Members and Employees Tell the Story

Dallas, Texas, July 20, 2010-In a new round of: 30 TV spots developed to introduce the general public to InTouch Credit Union http://www.itcu.org, members and employees do the speaking.

The concept of letting members and employees tell their own personal stories involving the credit union was brought to the management team by the Culturelab agency who have been working with InTouch for the last 2 years to help recruit younger members.

CultureLab, http://www.culturelabcreative.com a Dallas based agency focused on insight, intelligence and engagement of next generation consumers presented the idea to ITCU’s management team that the most powerful advertising comes from referrals and word of mouth recommendations from satisfied customers.

Kevin Walker, managing partner of CultureLab, states, “In an era where consumers are so much more informed and empowered it is important to have strong and consistent brand narrative. With InTouch we have a great opportunity to start the narrative off right by letting the credit union members and employees set the tone and articulate what makes InTouch such a great credit union.”

“We have so many terrific member experience stories to share,” said Diane Gerstner, EVP of the Credit Union, “and we feel fortunate that our members are both passionate and loyal”.

The new TV spots feature 3 Credit Union members and one employee who tell their stories of positive interaction with InTouch Credit Union and interaction with Credit Union members. One of the featured members is Abi Ferrin, a Dallas based fashion designer, who benefited greatly from a line of credit InTouch Credit Union provided her.

Many companies are now looking for more emotional and authentic ways to connect with consumers. Instead of pushing out brand messages, they are allowing consumers to help define their brands by paying more attention to customer opinion and feedback. This is the approach taken to introduce ITCU and to define how ITCU is a “best in class” credit union when it comes to being attuned to their members’ needs.

The new spots will first be aired during the Dallas Cowboys preseason televised games. There will also be an online component to the campaign, with a heavy Facebook focus.

About In Touch Credit Union:

Headquartered in Plano, Texas, InTouch Credit Union serves more than 71,000 members in 21 locations throughout the United States. The organization holds assets totaling more than $870 million. Customer deposits are insured by the National Credit Union Association.

Media Contact: Kevin Walker, CultureLab, 972.835.2366

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