Indiana Members Credit Union

Refreshing a Legacy Brand

Situation

Indiana Members Credit Union (IMCU), established in 1956 by Indiana University Medical Center employees within the competitive central Indiana marketplace. The brand was needing an uplift in name recognition and a broader representation of the branches’ full capabilities.

Solution

IMCU enlisted Asher to showcase the strengths of the storied brand. Our team established a strategy that positioned IMCU as offering more services through each stage of a member’s life. This allowed us to tailor messages to individual demographic segments within the overall campaign, cementing IMCU as a long-term partner and advisor to each member.

We implemented the following deliverables and tactics:

• A brand guide to maintain consistent messaging and positioning
• A revamped media plan that was more aggressive but still fluid, adjusting between traditional and digital media as the research and analytics dictated
• Monitoring for web and branch traffic to assist in media strategies

IMCU, Print Ad
IMCU, Website

Results

Following the campaign, IMCU opened two new branches featuring new ITM’s (Interactive Teller Machines), establishing IMCU as the first credit union in Central Indiana with state-of-the-art financial technology. Indiana Members Credit Union’s membership base and assets continue grow, offering 32 full-service branches and serving over 132,000 members, marking the most successful growth period in the bank’s 60+ year history.

Asher continues to work with IMCU as a strategic partner in marketing, creative, media placement and branding. Additionally, we assist our client with social media consultation and monitoring—a strategy that the finance sector has historically been reluctant to adopt—which has helped the brand stand out in such a competitive environment.

Asher Fort Wayne
535 West Wayne St
Fort Wayne, IN 46802
260.424.3373
Asher Fort Wayne
535 West Wayne St
Fort Wayne, IN 46802
260.424.3373
Asher Indianapolis
450 E 96th St, Suite 500
Indianapolis, IN 46240
260.424.3373
Asher Washington, DC
1750 K Street NW, Suite 1200
Washington, DC 20006
301.651.2508
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Charleston, WV 25301
304.342.1200
Offices
Fort Wayne, IN
Indianapolis, IN
Washington, DC
Charleston, WV