Coast Central Credit Union came to us with a clear objective: to modernize and grow its local, people-helping-people mission without sacrificing the deep-seated brand value they had built across Humboldt, Del Norte and Trinity counties.
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We utilized our Challenger Brand Marketing® approach to guide the Coast Central leadership team through an extensive Discovery process, resulting in new branding language that more effectively communicated the Coast Central story, without guessing. Our collaboration focused on a strategic refresh — a thoughtful evolution designed to bring Coast Central into modern times while amplifying the very essence that drives them: the community’s legacy financial institution, where the member is always central. The result was a revitalized brand identity that remains unmistakably Coast Central, fully equipped to further its core mission and expand its impact in the regions it serves, culminating with the new tagline, Where YOU are central.
Building on Coast Central’s already strong brand equity in the Humboldt community, we implemented a fresh strategy to propel data-driven results. This was accomplished through a comprehensive digital media strategy and targeted email strategy that successfully drove growth, including an 8 percent increase in loans and a 1.5 percent increase in new members, altogether achieving 40 percent market share in the three-county region. Most notably, these efforts tapped into the Gen Z demographic, whose new memberships began to outpace both Boomer and Millennial sign-ups.
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