Raoust + Partners

This credit union, with assets of $148,253,743, is based in Panama City, Florida, and has 16,073 members. Their brand message touts an edgy, more innovative way to do business that speaks to a younger target market.

Challenge: To create and launch their new brand.

Approach: Raoust + Partners developed the tagline Spark Change. to elicit excitement, embrace the meaning of the credit union’s name Innovations, and entice younger members to the credit union. The brand campaign was launched under the umbrella of a new Web site: sparkingchange.com. When members and potential members went to the site, they experienced a more youthful look and tone as all the benefits of joining the credit union were highlighted. The brand was also introduced with large teaser inflatables in the shape of a toaster, a lollipop, and a nickel and dime. Each shape had a specific domain name on it and when members went to the microsites, they saw animated messages that would then direct them to sparkingchange.com. It was an effective way to help people think differently about banking, changing their perception of what their credit union could be in their lives. Other elements in the brand launch included TV, radio, billboard and print.