Josh Streufert to speak on branding at CUES Execu/Summit

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Josh Streufert to speak on branding at CUES Execu/Summit

weber marketing group's creative director josh streufert is speaking on branding at the cues execu/summit in march at the westin snowmass resort in snowmass village, colorado.


"Fire and rust"

Friday, March 10th, 7:30-9:30 a.m.

Josh Streufert, Creative Director & Principal, Weber Marketing Group

Josh Streufert, Creative Director & Principal, Weber Marketing Group

The world’s top CEOs lead their organizations from a brand-first perspective. At the most basic level, brand is how you are perceived by the market. Jeff Bezos said that, “Your brand is what people say about you when you’re not in the room.” It's foundational to affinity, loyalty and consumer choice. In that sense, brand is the most valuable asset that any institution possesses—a complex mix of culture, actions, identity, and marketing.

In this session, we’ll explore why some brands fuel massive growth, while others may unwittingly keep their organizations from reaching their full potential. We’ll tackle questions of strategy, structure, and examine the critical factors to building a brand on fire, versus one that simply rusts away.


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Mark Weber Speaking at Washington Banker's Marketing Conference in March

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Mark Weber Speaking at Washington Banker's Marketing Conference in March

Weber Marketing group's CEO Mark Weber is speaking on data analytics and strategy at the washington bankers assocation marketing conference in SeaTac, Washington in March.


Aligning Data Analytics & Strategy to Transform Branch Experiences, Brand Performance & Prototype Modeling

Tuesday, March 21st, 11:15am-12:15pm

Mark Weber, CEO, Weber Marketing Group

Mark Weber, CEO, Weber Marketing Group

In a dynamically shifting market, your corporate strategic branch initiatives must be fully linked to your future channel evolution, market growth strategy, internal culture and brand experiences. But how often does the process start with data analytics, local market analysis, lifestyle segment differences and future-focused strategies to first define a 2021 Growth Road Map right for your market?

In the first part of this session, you’ll learn how banks can define their future segmentation targets and develop highly targeted 2021 Branch Network Plans using powerful data analytics and market scoring methods to reduce ineffective branches and target ideal growth opportunities.

Once your branch business objectives and market growth strategy are aligned, you’re ready to “reimagine banking: and design a new “2021 Branch Prototype Business Model,” supported by new technologies, brand and cultural initiatives and profitable products to drive new experiences and higher performance. We’ll share a best practice collaborative team process using bank case studies on how to realign and redesign your operations, processes, staffing model, branding and touch points to simplify and boost user brand experiences — and find competitive advantage.


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Redwood Credit Union feels the love.

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Redwood Credit Union feels the love.

It's not everyday a client hires us to leave their brand alone.

As one of the top credit unions in the country, what do you do when you already have a solid brand (but not communicated well), a flourishing business, and increasingly meaningful competition in your market? You figure out the answer to the critical question: how do we stay on top?

Redwood Credit Union (RCU), of Santa Rosa, CA, knew they had a strong brand, though a bit dated visually, and didn’t want to limit its growth by simply refreshing it for the sake of change. The problem was a lack of clarity in how to fully express the brand and talk about it in a consistent and differentiating way across the organization. They wanted to continue on their consistent path to success, but weren’t exactly sure how to shape their brand and maintain it. The credit union’s brand had so much potential; all it needed was a boost in the right direction. 

We weren’t looking to rebrand. We were looking for a way to articulate our brand that captured the real essence of who we were and what made us special.
— Brett Martinez, CEO, Redwood Credit Union

The credit union had remained financially strong, and was steadily onboarding new members. RCU was already a consistent winner as one of the best places to work in the North Bay Area. But does a great business slow down when they’ve accomplished so much on their way to the top? Absolutely not. It is the responsibility of the employees and stakeholders to help ensure it continues to grow. So, Redwood management reached out to Weber Marketing Group in hopes of more clearly defining their brand and amplifying their already thriving organization. 

Sometimes all you need to do is reflect, redefine and refresh.

Sometimes all you need to do is reflect, redefine and refresh.

Competing for more than member growth.

As a leading competitor in the financial sector in the North Bay Area, RCU was competing well against big banks like Wells Fargo and Bank of America. But they needed to find a unique way to stand out more clearly in relevant ways to new and younger audiences. A er taking inventory of the current status of the brand with an extensive quantitative and qualitative market research process across three regional areas, Weber Marketing Group then moved on to define the credit union’s target audiences.

Using an array of sophisticated lifestyle segmentation tools, a geo-demographic analysis program and actual market demand/potential metrics for selected products, RCU’s overall target audience was defined as ‘Enhancement Seekers’, or those who have higher incomes, more education, are extremely active, and are goal-oriented people.

Finding the right brand identity to differentiate the credit union for enhancement seekers started first by looking at its current members, then looking to the future and the new members RCU expected to bring in. A newly articulated brand would need to gel with both current and future members, as the credit union stepped outside its normal comfort zones to communicate its values. But in order to do all this, they needed a new foundation to work from, and a new outlook to share with all staff  and members.

Interpreting employee understanding of the brand.

The team at Weber Marketing Group began an internal review on the current status of RCU’s culture with an extensive qualitative and quantitative research process. Robin McKenzie, SVP Marketing and Communications noted: “Many employees could describe facets of RCU’s brand, but could not consistently articulate the key brand essence or promise. Not boiling that promise down was holding us back from taking our brand to the next level.”

Is it possible to fall in love with a credit union?

Research found the name Redwood was well entrenched in the community. With strong awareness, a stellar image, a reputation for competitive pricing and a long-standing connection with its members, RCU discovered early on that their name was a major asset. They chose to forgo a name-change many credit unions take looking for a fresh start. Instead, they wanted to leverage their name by articulating and expressing the essence of the brand for more robust and relevant storytelling.

The mission was clear. Uncover Redwood Credit Union’s unique DNA and bring it to life.
— John Mathes, Director of Brand Strategy, Weber Marketing Group
Dimensional in-branch office displays bring together the personal and the product with an approachable voice and authentic imagery.

Dimensional in-branch office displays bring together the personal and the product with an approachable voice and authentic imagery.

Everywhere Weber Marketing Group turned they encountered a deep a affinity for RCU, almost a love a air, something totally unheard of for a financial institution. Most people view banking as a chore, like going to the dry cleaners. Rarely is banking viewed as an enjoyable and rewarding experience.

For RCU, there was no denying the love for the organization that every employee and member expressed. Time and time again, research revealed members and employees alike had tremendous love for the credit union and its passion, culture, and commitment to serving its members. Weber Marketing Group determined that ‘love’ — a word not often used for a financial institution — was a differentiating brand attribute.

“Let me count the ways...”

The concept of building a brand around the idea of ‘love’ was a challenging proposition because the concept could easily venture into territories not appropriate for a financial institution.

Weber Marketing Group needed to capture the idea of ‘love’ for RCU in a relevant, motivating, and differentiating way that created an emotional and personal relationship with the consumers.

So, Weber Marketing Group took the base idea of love as RCU’s brand essence (the ‘why’ they do what they do) and crafted a home run of a brand promise: “We love to help you succeed.”

There's an energy created when you do what you love and love what you do.

There's an energy created when you do what you love and love what you do.

We love to help you succeed’ became the perfect expression of the RCU brand. It drives and motivates the entire organization’s passion to help members and certainly sets it vastly apart from the financial institutions RCU competes with.

Further development led to a brand tagline, that captures the promise and resonates with everyone in a personal way... ‘For all that you love.’

Conceptualized ideas come to life.

Everyone associated with RCU loves (pun intended) the newly articulated brand. It’s concise, clear, refreshing, and perfectly captures the DNA of the organization.

The first step in communicating an enterprise-wide strategic brand shift  is to bring all employees on board for a thorough understanding of the organization’s objectives. Weber Marketing Group designed a custom brand-training program implemented in a series of Brand Camps across the RCU network. Every single RCU associate graduated from the Camp and every new hire is onboarded through a video version of the training. The outcome is that the entire organization knows why ‘We love to help you succeed’ is the promise RCU makes and can articulate it accurately with consistency, actions, and shared storytelling.

Redwood's multi-faceted approach to meeting members' needs is reflected in the high-impact brand wall.

Redwood's multi-faceted approach to meeting members' needs is reflected in the high-impact brand wall.

Branding experiences.

With the internal branding complete, Weber Marketing Group turned to the outward expression of the brand. A key component is the experience a member receives in the branch.

Cynthia Negri, EVP, Chief Operating Officer explained, “As we worked to evolve our retail branch experiences, we linked our new segmentation model into a branch network strategy to identify our future growth markets. Then we used our brand and the Weber team to help us navigate a process of branch prototype design and new branded merchandising elements.”

A complete overhaul of the communication and merchandising within the branches now conveys fresh messaging that is relevant, motivating, informative and most importantly, establishes a unique engagement specific to RCU. The expression of ‘love’ comes alive with environmental design, digital messaging, interactive community outreach, product features, promotions and overall imaging.

An interactive community space allows members to share stories, goals, what they love about RCU, or just say 'hi'.

An interactive community space allows members to share stories, goals, what they love about RCU, or just say 'hi'.

All other consumer contact points have been infused with the brand articulation. From the responsive website to the mobile platform, to advertising and communication. Weber Marketing Group continues to create external campaigns backed by television radio, print, direct mail, digital and more.

The result of the credit union’s brand transformation is reflective in the expanded reach of its newly developed brand, creative campaigns, branch messaging, and staff cultural training. In 2015, total assets increased by 14 percent to $2.8 billion, and through the first nine months of 2016 they have grown over 15% to $3.15 billion. Net income in 2015 grew by 2.2% reaching more than $48 million. Net income for 2016 is forecasted at $55 million, an ROA of 1.84%. The credit union’s member base grew almost 6 percent in 2015 and is tracking at 7.5% growth in 2016. As California’s 11th largest credit union, Redwood saw growth in loans, up by 14 percent to $2.1 billion and is forecasted at a 20% increase for 2016.

In 2015, total assets grew by 14%

Loans increased by 14%

Membership grew by 6% in the same period.

 

In May 2015, independent consulting group, Glatt Consulting, named RCU the “Healthiest Credit Union in the Nation,” out of approximately 6,100 credit unions. The ranking was based on 11 areas of criteria, including net worth, return on assets, loan charge-o s, deposit growth, and ratio of loans to deposits.

In February 2016, Redwood received four Diamond Awards at the 2016 Credit Union National Association. In addition to their Corporate Identity, Brand Articulation, Electronic Marketing Campaign, and Business Services video winning awards, the standout winner was their Investment Services Geo- Targeted Campaign, which was named a ‘Category Best’ winner. The CUNA Marketing and Business Development Council Awards “recognize creative excellence and out- standing results in credit union marketing.”

From social media and SEM to statement inserts, Redwood spreads the love across all channels.

From social media and SEM to statement inserts, Redwood spreads the love across all channels.

Simple, clean design with clear, concise messaging.

Simple, clean design with clear, concise messaging.

We love a good challenge.

Weber Marketing Group didn’t rebrand Redwood Credit Union. It led a research- based and staff  engaged process that uncovered the essence of Redwood’s personality and articulated the brand in a way that differentiates it and makes it relevant for many years to come. “There’s an energy created when you do what you love and you love what you do. This energy fuels our credit union’s endless care and devotion to passionately serve the best interests of our members, employees, and our communities,” said Robin McKenzie, SVP Marketing and Communications.

For any financial institution, big or small, a well-defined brand strategy is essential to finding a competitive difference that can lead to new levels of success for the organization. For many, their identity is built upon a foundation that may no longer exist or sparsely exists today. Other times, credit unions may have simply lost their way pursuing a community charter hoping that alone would characterize the credit union’s brand and personality. By articulating and defining the brand, the credit union is able to establish a renewed foundation from which to build the brand and dive deeper into opportunities for growth and expansion. 

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The Doney Memorial Pet Clinic

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The Doney Memorial Pet Clinic

This past month, Weber Marketing Group came together on behalf of The Doney Memorial Pet Clinic, which provides Seattle’s homeless and low-income pet stewards with free and low-cost veterinary services. Nearly a dozen Weber employees and vendors — some pictured here — gathered food, toys, and supplies to distribute during upcoming clinics at Seattle’s Union Gospel Mission.

Doney’s clients face hardship all year round, and the help they get from holiday drives like these is a similarly year-round benefit. Best of all, as a service run entirely on volunteer energy, there’s very little administration to get between donors and recipients. The goodwill is real, immediate, and palpable.

Warm beds, new toys, nutritious food, harnesses, leashes and other necessities collected during WMG’s holiday food drive. (l-r) Joshua Law, Ruth Kapcia, Amy Morales, Barbara Glenn. Not pictured: Randy Schultz, Bruce Northey, Dana Northey, Ben Stangland, Mark Weber, Kory Davidson, Jamie Layton from Weber print parter Imagine Visual Service.

Warm beds, new toys, nutritious food, harnesses, leashes and other necessities collected during WMG’s holiday food drive. (l-r) Joshua Law, Ruth Kapcia, Amy Morales, Barbara Glenn. Not pictured: Randy Schultz, Bruce Northey, Dana Northey, Ben Stangland, Mark Weber, Kory Davidson, Jamie Layton from Weber print parter Imagine Visual Service.

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Arkansas Federal Credit Union is building community by getting everyone onboard.

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Arkansas Federal Credit Union is building community by getting everyone onboard.

With a new brand, and focus, AFCU is ready to share their success story.

AFCU was looking for a way to engage their current members and spur growth in their community, so we developed a launch campaign to connect with both. With smart financial tools and guidance built for their community, AFCU is ready to get to work. 


“Handle Bars”

Objective: AFCU offers great lending options to help you find success at whatever you set out to do. This 30 second commercial spotlights how AFCU helps members reach their goals with affordable, flexible financing.


“Cones”

Objective: AFCU is dedicated to helping their community thrive—and they love to show it. This 30 second commercial highlights AFCU’s values and their continued commitment to their community and members. 

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What's Apple's "biggest product?" The store.

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What's Apple's "biggest product?" The store.

Yes, you read that right.

If you were actually answering that question, you might have said the iPhone. Maybe even the iPad, MacBook, Apple TV or Apple Watch… but I doubt you would have answered it with “the store”. Yet that’s exactly what Apple’s Retail Chief, Angela Ahrendts, told Fortune Magazine at a recent conference.

Apple stores are being redesigned to feature a Town Square that connects each location to the community it serves. Anchoring the space is a “huge” digital screen that defines the forum area. Customer needs are handled by roaming staff dubbed “creative pros” who are solely available to teach customers skills such as how to take better pictures with their iPhone’s camera or how to use photography apps. They also help with downloading Apple Music, gaming and art apps. 

What does all of this sound like? Well if you’re familiar with Weber Marketing Group’s retail design services, we hope you would say it sounds like the vision and model that we craft for many of our retail financial services clients all across North America.

Connected to the community? Check.

Universal associates educating clients on products and services? Check.

Engagement space for events, seminars and clinics? Check.

Self-serve automation for transactions monitored by fewer FTEs? Check.

Several years ago we used to hold the Apple Store and the Genius Bar up as the gold standard of retail design. Everyone would fawn over the coolness factor of the space. Well now it appears that Apple is heeding the advice that we often dispense to our clients when it comes to retail modeling…. it’s not the design. It’s your brand experience and business model that should be driving strategic decisions about how the space unfolds and connects. And a big part of that strategy usually involves an integrated community component.

Apple acknowledges that retail, and the communities it serves, is a vital component of their delivery. Check.

What’s the state of your brick & mortar network? Should we be working on a solution to integrate it into the communities you serve with a differentiated brand experience? If you check this statement, maybe you should check out Weber Marketing Group.

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Consumer research insights steer 102-year-old Workers Credit Union into a brand transformation while keeping their name intact.

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Consumer research insights steer 102-year-old Workers Credit Union into a brand transformation while keeping their name intact.

When your credit union’s logo conjures up associations with Waste Management, the trash people, you know you may be in need of a brand makeover.

Actually, the senior leadership team at $1.4 billion Workers Credit Union (WCU) in Fitchburg, Massachusetts, already knew they were due for a brand refresh. They just didn’t know how far and wide they should take the 100-year-old brand or name. In fact, they didn’t really even know how to get started. So, they called in financial brand experts Weber Marketing Group of Seattle, WA to get a fresh perspective, research and an assessment on the state of their brand and name equity.

WMG launched a multi-prong, 360-degree view and evaluation of WCU’s name, brand, marketing, advertising, digital and retail experiences. This evaluation provided WCU with enough strategic data to make what is arguably every organizations most important decision: the direction, care, handling and guidance of their brand, name and logo in order to remain relevant, appealing, motivating and differentiated in the commoditized world of financial services retailing.

Engaging all stakeholders on a journey of brand equity discovery.

Members, non-members, employees, senior leadership team and the board of directors were all engaged to provide a meaningful articulation of varying brand, name, cultural and member experience perceptions. Each provided their perspective on how WCU was perceived in the marketplace and how well they were delivering on products, service, access, advice and helping members manage their money.

For the most part, Workers received high marks. WCU was seen as a great value and a trusted place for people’s financial needs. After all, you don’t grow into a $1.4 billion credit union without delivering what members want. Yet there were several key areas where the brand experience and image was not as effective as it could be.

The comprehensive brand audit examined every facet of marketing and provided observations and recommendations. Advertising messages, collateral, point-of-sale communication, digital, mobile and retail merchandising channels were all analyzed and presented in a detailed “State of the Brand” report.  This assessment report, combined with the learning from external and internal market research, became the ultimate decision tool that the senior leadership and the board needed to help them make the right brand, name and marketing choices moving forward.

Is a name change the lever of repositioning needed...or a mistake?

Before the engagement, many of Worker’s internal stakeholders and decision makers felt a name change was badly needed. Often credit union industry names are tied 50+ years of past history or former legacy sponsor organizations. Many younger consumers are often confused by even the concept of what a credit union is.

In the case of Workers Credit Union, research showed the name compounded the confusion in the marketplace and provided some barriers to soliciting new member growth. Workers Credit Union. Those three words: all contained some confusing or even negative connotations among non-members. It was a formula for a name change, right? Well, not so fast.

The voice of the consumer needed to be included in this conversation. Through an array of market focus groups, results found members loved their credit union name. Not surprisingly, they didn’t want it to change. Non-member prospects were also well aware of Workers credit union -- and thought highly of its reputation. Everyone was aware of some of their highly popular programs like “Give Back,” where Workers shares a cash dividend once a year with members. Workers was at the top of their game - and the name did not prove to be a major barrier to joining. 

Will expansion into new markets create brand confusion?

Workers Credit Union wanted to expand into the western fringes of the Boston metropolitan area: a region where they have low awareness and no branch presence. How would the Workers name and brand play there? The success of their expansion would hinge on attracting new members in a Boston commuter land that was predominantly Mass Affluent: with advanced degrees, high-tech jobs, dual incomes and high discretionary spending. Would they be attracted to an organization with a name as basic and potentially blue-collar sounding as Workers Credit Union?

As it turns out, research revealed, yes they would. The name resonated with many because everyone is a worker – unless you were born with a silver spoon or you won the lottery. The name was not a barrier and in fact had some character. It’s a real word, but it’s also one that is hard to trademark and protect.

The problem consumers revealed was not the name. It was the dated brand image, messaging and style. It was old, stodgy and unappealing. Remember the trash company logo reference? People didn’t give the credit union a second thought because the logo and marketing looked dated, uninviting and “not relevant to them”. The brand was in need of a total identity transformation if it hoped to appeal to this wider audience of potential members: especially more affluent ones.

The brand team at Weber recommended Workers CU retain its name, surprising management and the board. Well, mostly. WMG did recommend that Workers drop the confusing apostrophe (it was originally spelled Workers’) for the plural version of a worker… Workers Credit Union.  This was to even further communicate an emotional connection that it was for every worker. The apostrophe suggested, “a credit union belonging to workers”. Without it, it became “ a credit union of and for workers”. The apostrophe also created confusion and SEO challenges in WCU’s website URL.

The first step in the identity journey was to update the logo, mark and color palette (from Waste Management’s green and yellow), to an arresting blue and orange, unique among their financial competitors. A striking logo mark was developed with a stylized “W” anchoring a brush stroke symbol with three vertical components. The goal of the new icon was to make sure it translated well across all online, mobile and digital screen devices.

Concurrently with the logo redesign, the crafting of the strategic Brand Platform was underway. It’s the engine that drives the credit union towards consistency and a common language and focus. WCU’s brand was distilled down to “high performance banking,” and this essence became the compass of its brand differentiator. From the research and high Net Promoter Scores, it was clear they needed to lean deeper into their relationship pricing value proposition even deeper in their brand messaging.

The new brand essence of “high performance” was further defined with the new brand promise: “We’ll work hard for your financial success.” This promise was culled from member research and high loyalty member comments like this:

“I rate them a 10 due to low fees/no fees, good rates on checking and their cash back program. All my accounts are now with Workers because they outperform all my other accounts at other banks.” 

With a well-defined new brand platform, and a bold new logo and identity package, it was time to design the new brand identity and look & feel. WMG’s bold visual and tone of voice concepts gave the high performance banking it’s distinctive personality and style that now appeals to their mass affluent targets. The brand promise of “We’ll work hard for your financial success,” combined with their name Workers, was translated into a memorable, external brand tagline of simply: “Banking that works.”

When the new identity was unveiled in mid-2016, CEO Doug Peterson remarked, “this change isn’t just about logo or colors… it is much more. We have a strong history of providing a great value for our members and this is about making that commitment and experience clear, simple and appealing.”

The Weber Marketing retail team helped audit, renovate and update their 14 branches to reflect the brand program and bold new identity. New signage, brand paint colors and a robust interior messaging and merchandising system richly expresses the brand image in a fresh, and consistent new experience. The brand has now come to life and clearly differentiates Workers from their bank competitors.

Chief Operating Officer Sandra Sagehorn-Elliot said the branch changes are to “modernize” the credit union so that its image “matches what we provide in terms of value, energy and high performance experiences to our members.” Other member touchpoints were rebranded, including launching Apple Pay, new smartwatch apps and a refreshed mobile app to simplify members’ financial lives.

Although Weber Marketing has successfully renamed over 65 financial institutions, the Workers CU story shows why retaining a name with solid equity and rebranding the image and experiences can be just as powerful a growth strategy. 

“The key to brand and name decisions, is to involve the voice of the consumer,” says John Mathes, Director of Brand Strategy for WMG. “Sometimes a name change is clearly called for. But when you have a strong, viable and protectable name, it suggests diving deeper into the reasons your brand is confused or not yet well-articulated, that’s stifling growth goals. Evaluating changing the name of an organization requires careful examination of your equity, growth strategies and as many strategic data points as possible.”

“Weber’s logical and pragmatic approach to brand development made so much sense to everyone, even the non-marketing people which is so important to making it successful,” said John Doyle, SVP/Retail Services at Workers Credit Union. “Their guidance was immeasurable to keep me and the entire brand team on track and committed to making this transition happen.”

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Ent is all about empowerment and their new spots prove it.

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Ent is all about empowerment and their new spots prove it.

When it comes to introductions, highlighting what you do is as important as who you are.

Ent needed help introducing their new brand while building awareness about their great product offerings, so we helped them develop a series of TV commercials to highlight the role Ent plays in helping member reach their goals.

Achievement—it’s an Ent thing.


auto spot

Objective: On top of great auto loans, Ent offers members more savings and convenience. Create a 30 second commercial highlighting how affordable and flexible financing your car with an Ent can be. 


business spot

Objective: Ent helps business owners accomplish their goals by making their banking easier with Free Business Checking. Tell a 30 second story showcasing the relationship Ent builds with business members.


checking spot

Objective: Ent Free Checking makes banking and staying connected easier, because members have better things to do with their time. Highlight the convenience and flexibility of banking with Ent in a 30 second commercial. 


mortgage spot

Objective: Ent Mortgage pre-approvals enable members to act quickly and confidently when they find their dream home. Show how Ent makes home buying easier in a 30 second spot. 


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Community and Authenticity Shine Through in new Films for OnPoint

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Community and Authenticity Shine Through in new Films for OnPoint

When real people share their stories, the result isn’t a testimonial. it’s a connection that runs much deeper.

When we set out to help OnPoint tell their brand story in a rich media campaign that would feature real OnPoint members and unscripted dialog, we wanted to move beyond the traditional testimonial. So we let the subjects tell their stories about what's most important to them and how OnPoint plays a part in helping to make it happen.

The results are two short films with a powerful connection to community.

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Charlotte Boutz-Connell Speaking at Annual Social Media Conference for Credit Unions

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Charlotte Boutz-Connell Speaking at Annual Social Media Conference for Credit Unions

The annual Social Media Conference for Credit Unions is coming to Seattle next week, and Charlotte Boutz-Connell, a Sr. Account Manager and Social Media Strategist at Weber Marketing Group, is speaking twice.

Charlotte Boutz-Connell, Sr. Account Manager & Social Media Strategist, Weber Marketing Group

Charlotte Boutz-Connell, Sr. Account Manager & Social Media Strategist, Weber Marketing Group


"A Pro-Social Media Organization" – Friday, July 15th, 11:35 am-12:35 pm

Why is social media different from other media channels? The social element, of course! In this session, Charlotte will share practical ways of improving your social media engagement – and your staff engagement – through empowering employees to get involved . . . in the right ways. Make your social media program not only more audience-relevant and higher performing, but also one more reason why your staff is excited to share that they are proud to work at your credit union. 


"Managing a Social Media Crisis" – Saturday, July 16th, 9:05 am-10:05 am

Social media crises can strike at any time, with the potential to impact your credit union’s reputation. In this session, Charlotte will discuss how to handle a social media crisis with grace – and how some negative situations can even lead to positive outcomes for your organization if handled effectively. She will discuss various types of crises and how to be prepared and how to respond.


Don't miss Charlotte's informative, interactive sessions and a full slate of presentations from more top social media experts. Join CU Conferences in Seattle next week.

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Friday Share: Language

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Friday Share: Language

Today’s entry in the Friday Share’s Language series focused on fluency. The premise we explored comes from studies of how language and culture are so thoroughly intertwined that they can be seen as the exact same thing, and that verbal and cultural fluency grow in tandem. 

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Weber Marketing Group at the MAC Conference

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Weber Marketing Group at the MAC Conference

Weber Marketing Group is sponsoring the Zappos tours.

"Zappos culture tour" - Tuesday, May 31st at 1:00 PM & 3:00 PM

The Zappos tour experience is a 90-minute glimpse into the Zappos family culture. You'll get to say hello to some of Zappos' amazing culture-filled departments, such as HR and their Customer Loyalty Team. There will also be other Zapponians, and maybe a special guest appearance here or there, along the way as well.

Why do we think you’ll love this look under the Zappos hood?

  • You'll take back ideas you can implement at your credit union.
  • You'll see how out how it’s not about the money it takes to energize your staff, but it’s more about hiring the right people.
  • You'll learn how to build a service brand that can be lived out by everyone at your organization, every day.

All you have to do is hop on a bus and take it all in!


Randy Schultz, our VP Marketing, is leading a culture building workshop after the zappos tours. 

"zapping your credit union brand" - Tuesday, May 31st at 5:00 PM

 What you'll learn:

  • Practical applications on what you want your credit union to look and sound like, with a little Zappos mixed in
  • How to combine brand and culture for an experience that will blow the socks off your credit union's members
  • How to get buy-in from your CEO and HR to implement what you’re going to build into your brand
Randy Schultz, VP Marketing

Randy Schultz, VP Marketing


We hope to see you at ARIA for the MAC Conference next week as MAC celebrates it's 30th birthday!

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