February 29, 2012Discussion

Challenges• Name sounds like competition • Confusing for consumer now and through transition

– Consumer perception of change (facelift for today’s times vs. complete overhaul)

• Too limiting• Too long• Bad acronyms• Not flexible• Current domain: unitedmethodistcu.com

– Umfcu.org– Umethodist.com– Ummcu.com

2/29/2012

Two Paths

• Facelift that reflects inclusiveness, builds on the current domain ranking, creates a fresh focus/look

• Complete change that totally differentiates this credit union from the rest

2/29/2012

In 2011

11 credit unions included the word “Community”: Arlington Community, Champion Community, Community Driven, Memberfocus Commmunity, My Community, NMTW Community, Prestige Community, Total Community, Valley One Community and Vue Community

2/29/2012

In 2011

• 7 reduced their names to acronyms: CEFCU, CSE, MaPS, MCT, ME/CU, NMTWand USE

• 7 coined names: Altana, Aventa, Cinfed, Genisys, Meritrust, TruStone and Vue Community

• 3 used the number “one”: Alabama One, Metro 1 and Valley One Community.

• 2 credit unions used alphanumeric constructions: Med5 and Metro 1

2/29/2012

Your Name Should

• Reflect something phonetically interesting and/or thematically appropriate

• Lend itself to a URL that’s easy to recall or build on current success

• Be Google friendly, i.e., likely to yield the correct result when paired with the term “credit union”

2/29/2012

Thematic Ideas…But…

• Cross• Flame• Stone• Security• True• Grace• Wesley• Wesleyan• Rock• Connection

• Providence• Grove• United• One• Bright• Open• Community

2/29/2012

To consider

2/29/2012

United MethodistCommunity Credit Union

Serving the ConnectionAcronym: UMCCU

Current domain: UnitedMethodistCU.com/.orgAlternate domain: UnitedMethodistCCU.org

Alternate domain: umccu.com/.org

Grace RockCredit Union

Serving United MethodistsAcronym: GRCU

Domain?

Sample Tied to Domain

Sample NOT tied to Domain

Current Ranking on Sample Terms

2/29/2012

Domain KeywordGoogle.com

position

unitedmethodistcu.com methodist credit union 5

unitedmethodistcu.com united methodist bank -

unitedmethodistcu.com credit union for methodists 5

unitedmethodistcu.com methodist bank -

unitedmethodistcu.com united methodist credit union 2

unitedmethodistcu.com methodist only bank -

unitedmethodistcu.com methodist only credit union 2

Challenges• Name sounds like competition • Confusing for consumer

– Consumer perception of change (facelift for today’s times vs. complete overhaul)

• Too limiting• Too long• Bad acronyms• Not flexible• Current domain: unitedmethodistcu.com

– Umfcu.org– Umethodist.com– Ummcu.com

2/29/2012

Update or Change

UpdateName, Logo, Colors, Font, Tag Line, Updated Literature/Look/Feel,Alternate domains

ChangeNew name, Logo, Domains for branding, Tag Line, Literature/Look/Feel, Font

2/29/2012