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. PivotPath has been providing the CDC FCU with marketing services since Dec 2019.
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.
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.
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.