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Billion-dollar merger communication

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Billion-dollar merger communication

Situation

Community Choice Credit Union was on a steep growth path, breaking away from other credit unions who were struggling to change with the times. They hired a nationally renowned Chief Marketing Officer who needed a team to help them grow meaningfully, leverage media coverage and build trust in new markets.

Strategy

In order to support Community Choice’s priority of meaningful growth we deployed a strategic approach targeting three key media segments:

  • Credit union trade media, to position Community Choice as an attractive merger partner
  • Local media in each new market, to assure local residents their jobs would be secure and the community would be supported through this merger
  • Business media, to earn recognition for Community Choice’s impressive growth

Results

  • Four mergers successfully completed and announced
  • 100% positive media coverage about all mergers
  • In less than three years Community Choice grew from $560M to $1B in assets
Client:

Community Choice Credit Union

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