Becoming

Advia

Developed Our Plan

Development of New Brand

Introduction to our Team

Introduction to Members

Introduction to

Community

Living to our New Brand

In this step of the process, we determined Needed partnersKey stakeholders

Timeline

Key Stakeholders Defined

MembershipCredit Union Team(s)Credit Union LeadershipCommunities Served

Becoming

Advia

Developed Our Plan

Development of New

Brand

Introduce to our Team

Introduce to

Members

Introduce to

Community

Living to our New

Brand

In this step, we developed both a naming committee and branding committee, tasked to

identify and propose the new brand of our credit union

Included development of

NameLogo & Brand ColorsVisual Standards and Tone of VoiceCore Values & Culture Drivers

Becoming

Advia

Developed Communication Plan

Development of New

Brand

Introduce to our Team

Introduce to

Members

Introduce to

Community

Living to our New

Brand

Determining a New Name!

Naming Committee developed including our Board Chair, CEOs of joining CUs, Marketing Managers, and Executive Assistants

Additionally, surveys provided to Board Members and Key Executives to find scope of naming goals:

A name that unites us – speaks to advantages, being advocates, providing a pathway

A name that resonates – progressive but not trendy; tells a relatable story that spans generations

Distinctive and tells a story - of trust, commitment, innovation and energy

Determining a New Name!

After 42 names dissected, and multiple rounds of consideration …

Advia Credit UnionExperience the advantage of membership via innovative financial solutions.

Now our task was to breathe life into this new name & brand promise!

Logo & Brand ColorsVisual Standards and Tone of Voice

Key Identity Pieces

Core Values & Culture DriversBrand Promise

Process included: Surveys provided to all staff, managers and Board to determine culture drivers.

In this step of the process, we introduced our new name and branding to our team!

Becoming

Advia

Developed

Communication Plan

Development of

New Brand

Introduce to our Team

Introduce to

Members

Introduce to

Community

Living to our New

Brand

Team UpdatesPIT Crew Monthly NewslettersLetters from CEOsTimeline UpdatesCelebrating Progress

Brand Camp400 Staff from 3 StatesIntroduction of new IdentityFeatured SpeakersBuy in to Culture and Core Values

In this step, we developed and implemented our communication strategy to introduce to

our 100,000 members

Multiple Channels Used

Direct MailEmailIn Branch (floor displays)Micro Site (Advancing Lives)Online BankingNewsletterSocial Media

Becoming

Advia

Developed

Communication Plan

Development of New

Brand

Introduce to our Team

Introduce to

Members

Introduce to

Community

Living to our New

Brand

Direct Mail

EmailNewsletter

Advancing Lives Micro Site& Sweepstakes to Win

Our micro site was developed as a teaser to our introduction for members and our communities. Promoted 10 winners of $1,000 … for themselves and another $1,000 to their favorite local charity. Yielded over 5,000 entries.

Advancing Lives Micro Site& Sweepstakes to Win

In this step, we worked to re-identify ourselves to our communities served

Multiple Channels Used

TV/VideoOutdoorRadioMicro Site (Advancing Lives)Social Media

Becoming

Advia

Developed

Communication Plan

Development of

New Brand

Introduce to our Team

Introduce to

Members

Introduce to

Community

Living to our New

Brand

In this step, we worked to re-identify ourselves to our communities served

Multiple Channels UsedTV/VideoOutdoorRadioMicro Site (Advancing Lives)Social Media Ads

This is an ongoing “work in progress”As we continually working to

develop and live to our brand identity

Member Service SystemsTeam Development/Performance ReviewsLiving our Core ValuesHow we Communicate our VoiceProduct Development (technology focus)

Becoming

Advia

Developed

Communication Plan

Development of

New Brand

Introduce to our Team

Introduce to

Members

Introduce to

Community

Living to our New

Brand