2014 Applicant: Jennifer Mravich

Jennifer Mravich is a 30-year-old Vice President of Marketing at Power Credit Union ($84 M) in Pueblo, Colorado, United States.

Project Title
Power Credit Union Rebrand "Life is Calling."

Short Pitch
Within any organization embracing change is essential and with recently celebrating our 75th anniversary a new and refreshed look was long overdue.

Synopsis
My current project is a rebrand. Despite being a smaller credit union we have invested the necessary resources to develop a strong brand position and to ensure its successful delivery.

The official launch begins in late August 2014 and includes:

  • New color scheme and logo
  • New tagline
  • Clearly identified culture and brand architecture
  • Mobile Apps
  • MyMoneyPal (PFM)
  • Revamped Website
  • Updated Facilities

The key objectives of this project are to attract new members, retain existing members, increase market awareness, and to remain relevant in changing times.

Our new brand is based on qualitative research from focus groups where we learned about consumer expectations and views regarding financial institutions. Our unique selling proposition was also derived from this research: We serve members with the resources they need to be free and secure, to create the life they want for themselves and their families.

We were then able to clearly identify our brand position, personality, and tagline “Life is Calling.”

Our new brand is upbeat, optimistic, and complements our culture well. The new logo and print style encompasses vibrant colors to assist with the visual delivery of our brand.

We are confident with these efforts our credit union will be well positioned for the future.

With my project I seek to inspire credit unions of all sizes to remain competitive by investing in technology and marketing, reposition themselves when necessary, and most importantly pay attention to the ever changing needs and wants of their membership.

Online
» Twitter
» LinkedIn
» Top 15 Blog post
» CU Management Article
» Power CU Press Release
» Thank You
» Blog Project Update
» Video Project Update
» Finalist Presentation

2014 Competition, VideosCUES Next Top Credit Union Exec Team