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

As Community Choice’s strategic partner in making meaningful growth a priority, Siren 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 each merger
• Business media, to earn recognition for Community Choice’s impressive growth

Results

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