Several years ago, we began working with BECU to grow their membership. Today, BECU is the most preferred financial services brand in Western Washington, and is growing at twice the rate of other financial institutions, including other credit unions.
When people understood the basic principles behind BECU—the idea of member ownership, of being a not-for-profit—people became more open to the idea. BECU’s brand strategy was all about being ‘member driven.’ And soon, the idea of a ‘financial cooperative’ became meaningful.
Having your heart in the right place is one thing, but moving your money takes more than faith. We had to demonstrate that BECU had the size, the smarts and the sophisticated services consumers were looking for. We did that by advertising in the same places as banks, but in a refreshingly authentic, down-to-earth way that reflected BECU’s values.
An authentic strategy coupled with a smart, timely, well-integrated campaign has made BECU the most preferred financial services brand in Western Washington. We’ve managed to unseat the most entrenched brands in the industry, we’ve convinced more than 400,000 people to switch and the vast majority of those new members now consider BECU their primary banking relationship.