Case Study: University Federal Credit Union strengthens community impact with Arrow

University Federal Credit Union launches "We're Here to Make Change" campaign in April 2022 with Arrow

University Federal Credit Union (UFCU) wanted to pivot its brand positioning to highlight its social purpose and strengthen its commitment to the financial health of its community. The credit union faced the challenge of articulating this new strategy to both its internal and external audiences. To address this, UFCU partnered with vendor Arrow to conduct research and develop a new brand messaging campaign.

Arrow implemented a solution that began with extensive research to understand audience perceptions. Based on their findings, they developed a new social purpose-driven brand campaign titled "We're Here to Make Change," which included a refreshed visual identity and multi-channel marketing. The bold campaign successfully launched in April 2022, targeting a key demographic for member growth through out-of-home advertising, digital displays, social media, and a new website landing page.

University Federal Credit Union (ufcu)