CDC Federal Credit Union

The long standing financial institution wanted to reestablish and better understand the lending needs of their constituents causing a loss of market share.

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 long standing financial institution wanted to reestablish and better understand the lending needs of their constituents causing a loss of market share.

From mobile accessibility and health wellness workshops to financial literacy and budgeting tools, the Credit Union knew the key to reaching Its targeted communities was to resonate with those within the health and life sciences In a way they never did before and understand their challenges and needs.

The stakeholder engagement was immersive. Our team conducted an intense 5-Day on-site Discovery visit which included a facilitated focus group of non-CDC FCU members within the health and life sciences field, meetings with members of key staff and the Executive Committee, 23 interviews with current CDC FCU members, and 15 interviews with current CDC FCU staff. It was critical that we have the in-person connection with the staff, CDC FCU members, and non-members to help craft the Credit Union’s story authentically.

Impact: With the marketing research gathered, we developed an Executive Summary Market Research report for the CDC FCU’s use and insight. We also developed a one-year strategic marketing plan, which included a SWOT analysis, in-depth competitive analysis (state-wide and nation-wide), brand health check, branding guidelines recommendations, tracking metrics and campaign insights. 

Secondly, we developed an animation video for new employees and members to better understand the services and products available to them by the CDC FCU. Lastly, we developed a strategic branch re-opening launch for the Headquarter office in Atlanta. Although the credit union’s grand re-opening was postponed due to COVID-19, the video has reached over 107,400 new CDC employees since its launch.