CDC Federal Credit Union
CDC Federal Credit Union was chartered by a small group of employees from the Centers for Disease Control and Prevention (CDC). It is a full-service financial institution serving those who live, work, worship, attend school or volunteer in portions of DeKalb, Fulton or Gwinnett Counties. PivotPath created an effective marketing strategy to ensure financial stability for CDC Federal Credit Union.
Video created by PivotPath
Summary:
The CDC (Centers for Disease Control) Federal Credit Union is a long standing financial institution that wanted to reestablish and better understand the lending needs of their constituents causing a loss of market share.
About the Client:
CDC Federal Credit Union has been open since 1949. It is the 13th largest credit union in Georgia with assets totaling $341.72 million and providing banking services to more than 20,000 members.
The credit union is a member-owned financial cooperative providing financial banking services to multiple member groups, but primarily serves federal, state, and local government employees. Membership is also open to immediate family of current members.
The Challenge:
The CDC Federal Credit Union had lost touch with the needs of their members, causing their membership to drop drastically. The credit union was unable to market effectively as they had lost insight as to the financial and banking needs of their members, thus causing them to look elsewhere for services.
The Solution:
PivotPath conducted focus groups and individual interviews with staff, members and non-members from the community. The insights revealed from this research aided PivotPath in developing a marketing strategy for the credit union. PivotPath was also contracted to coordinate the credit union’s grand re-opening. Unfortunately, due to the COVID-19 pandemic, the event has been postponed.
In an effort to keep the Credit Union’s brand visible, PivotPath continued its partnership with the CDC FCU by developing a “Welcome” video for new CDC Employees who are currently unable to receive face-to-face Credit Union orientations due to the pandemic. This video animation serves as a great way to communicate to new employees, and reestablishes the Credit Union’s mission to make a positive difference in our communities.
The Results:
CDC Credit Union realized a flourishing lift in membership numbers with a strategy and new marketing plan based on PivotPath’s research of customer insights.
