Rebranding to fuel share of mind and market
Mission Fed, a $4B San Diego-based credit union competing in the crowded and rapidly changing banking sector, has been a client since 2019. In addition to our role in planning and implementing media strategies for the brand and for member and service line growth, we also collaborate with Mission Fed to provide marketing thought leadership that helps clarify and prioritize their business and brand strategy decisions.
Utilizing our proprietary Discovery and Roadmap marketing planning process, we worked in concert with our strategic partners to reimagine the Mission Fed brand and their core company commitment to serve both their member base and the San Diego community. Using broad-reach television along with OTT, out of home and programmatic display ads, we launched the new brand promise and “reasons to believe” in Fall 2019 and have been pulsing sustained brand messaging via periodic brand campaign flights ever since.
Importantly, as the Covid-19 pandemic severely impacted the economy beginning in March 2020, we quickly pivoted brand messaging to focus on helping the San Diego community and Mission Fed’s commitment to this effort.
The Mission Fed brand story is resonating in the marketplace, successfully differentiating the brand from other competitors who battle for market share.
The brand messaging pivot made in response to the pandemic economic upheaval has further solidified the Mission Fed brand promise of their commitment to community. One example: to further bolster their existing partnership with the San Diego Food Bank and help the increasing number of San Diegans in need of food, a quick-turnaround multi-channel multimedia effort was created to communicate Mission Fed’s pledge to match up to $50,000 in donations to help feed the needy. The effort produced a response that raised nearly $450,000, funding more than two million meals for those in need.
“If you are in the hunt for seasoned pros that set the bar on the cutting edge of strategy, technology, media, and creative execution that is authentic, relevant and transformative, then you are in good hands with this amazing team.”
Senior Vice-President of Membership
and Chief Advocacy Officer