uw marketing & communications roundtable date › uw-s3-cdn › wp... · brand timeline 9. 11...
TRANSCRIPT
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PresenterMeeting Title | Subject
DateUW Marketing & Communications Roundtable
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Today
BECU Background
Brand Strategy / Evolution and Outcomes
Community Strategy
Examples
Your Questions
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BECU Background
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BECU Today
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FOURTH LARGEST CREDIT UNION
IN THE U.S.
$19 BILLION IN ASSETS
OVER 1.1 MILLION MEMBERS
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BECU’s Purpose:
As a cooperative, we bring people together
to improve the financial well-being of our
members and their communities.
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BECU Brand Strategy & Evolution
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2018
Refreshed Brand
Identify
Unaided: 54%
PFI Mkt Share: 18%
2013
Share>
Campaign
2010
Move Your Money
2009
We Are Campaign2006
WaMu rumors serve
as catalyst for brand
launch
2007
Brand woven into the
fabric of BECU
2008
WaMu fails, start of
great recession
2005
BECU develops
brand strategy
Unaided: 22%
PFI Mkt Share: 9%
2011
Message Meets
Moment (BofA, Bank
Transfer Day)
2016
MarTech/Data
Strategy
Brand Timeline
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Outcomes
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Awareness
PFI Share
Choice
Consideration
BECU BofA Chase Wells
Unaided 54% 67% 54% 55%
Total 79% 90% 86% 91%
Top 2
Box % 51% 27% 35% 22%
Choice if
Selecting Today38% 16% 15% 9%
18% 17% 14% 10%
BECU Brand Tracking Survey Q2 – 2018: King, Snohomish, Pierce, Thurston Counties
Competitive Position
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Competitive Brand Ratings
ATMs/
Locations
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
BECU BOA CHASE WELLS
Trust/Values Advocacy/Service Value Products Digital Branch/ATMs
Source: BECU Brand Tracking Survey
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Community as Brand
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Problem meets Capabilities
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Community Strategy
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Strategy in Action
Financial HealthMember/Employee
Inspired
1810
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Examples
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Annual Day of Service / Closing for Good
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Sharing the Story
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People Helping People Awards
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Call for Non-Profit
Nominations from
Members
600+ received
Members help fund
grants, via debit/credit
card purchases
Members vote for their
favorite non-profit
Based on
voting/selections, 18
non-profits, receive
grants ranging from
$15,000 to $50,000.
Past winners eligible for
collaboration grants
=+ +
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University of Washington
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2011
2015
2018
2018
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UW CoMotion Partnership
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Thank You & Questions