Client: FedChoice Federal Credit Union
Job: The Internal Revenue Federal Credit Union wanted to expand membership to be available to all federal employees in the region, and decided to relaunch as a new brand. Crosby was brought on board to lead the rebranding process.
Agency: Crosby Marketing Communications
Theme: Federal employees, prepare to “un-bank.” The firm promoted the credit union as a better choice than banks, with lower rates and fees.
The Concept: Research revealed that many customers saw banks more as “The Man” than an ally. The company created a new brand, FedChoice, and positioned itself as “the un-bank.” The logo is a big smile. The campaign was designed to be fun and as un-bank-like as possible, targeting federal employees at home, at work and during their commute.
The Plan: Crosby used radio, direct mail, online ads, e-mail blasts, billboards and Metro dioramas for the campaign. It created newspaper inserts targeting specific ZIP codes, which were handed out at Metro stops during high-traffic periods. FedChoice offered a $100 deposit to each new member who opened a new checking account.
A “Service with a Smile” sweepstakes also gave federal civilian employees the chance to win $5,000 for telling the firm why they loved working for the federal government. Teams canvassed metro stations and federal buildings throughout D.C., handing out promotional materials and branded lanyards.
Creative Team: Raymond Crosby (president), Tammy Ebaugh (executive vice president), Joel Machak (executive creative director), Ron Ordansa (group creative director), Elise Kolaja (group creative director), Pam Atkinson (media director), Julian Hernandez (account executive).
Background: Crosby provides advertising, public relations and other services to clients in a variety of industries. The agency has offices in Annapolis, Md., and Washington, D.C.
Working on Next: Crosby is working with the Catholic Communication Campaign to develop a Web site and television and radio public service advertising promoting the benefits of healthy marriage.
