Ascend Federal Credit Union
Situation
Humanize the brand. Gain market share.
Tennessee has the usual assortment of megabanks with massive footprints and large marketing budgets. But it also has bold, scrappy players like Ascend Federal Credit Union. Facing intense competition, leadership came to us in search of market share. Lewis showed Ascend how they could go toe to toe with the big banks, with a unified marketing plan to drive measurable increases in awareness, assets and membership.
Approach
Our research told us Tennesseans don’t particularly love or trust large banks. So, we reintroduced Ascend to the market, humanizing the brand with a no-nonsense, straight-talking campaign that focused on Ascend’s integrity and community values. Along the way, we were able to educate the public that Ascend could do everything a bank could do.
Results
Our efforts accomplished significant growth in every measurable category.
48%
increase in loan volumes YOY
86%
increase in balances YOY
82%
increase in new accounts YOY