Grow Financial – Using Research for Renaming and Image Enhancement


The credit union for MacDill Air Force Base needed to expand its brand outside of the military heritage of the MacDill Air Force Base but was concerned whether a rename would impact business.


Through qualitative and quantitative research we were able to identify the core audience segments who were most opposed to a name change.  As a result, a proactive communications program targeted those most likely to be upset.  We also measured the value of the word “federal” to members and non-members.


MacDill Federal Credit Union became grow financial and subsequently grew assets by over 50%, while losing less than 0.001% of members during the name change.

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