TMECU member awareness campaign

In 2015-16, I worked closely with the Toronto Municipal Employees’ Credit Union to update their branding and outreach materials. They had a logo, tagline, colour palette and website which they were happy with, but they wanted to develop an awareness campaign to reach new audiences and increase membership, and they also wanted to tighten up their visual identity to make it consistent across all customer touch-points.

They are a local credit union with a very well-defined potential member base: City of Toronto employees and their families. Many of their members are approaching retirement age, so TMECU wanted to target new employees and younger potential members in order to generate lasting memberships. I developed a campaign showcasing real TMECU members to put a face to the credit union and create a sense of community among existing members and their co-workers.

Working with local photographer Tony Lombardo, I directed a photo shoot of real TMECU members! It was a lot of fun, and they got a kick out seeing themselves in the resulting campaign. By using real members, we were able to leverage that co-worker recognition, and they could become ambassadors for the credit union. In order increase awareness, we developed a $75 bonus campaign, where new members and the referring member would both receive $75 when the new member signed up for an account. The initiative was very successful and increased new membership significantly.

In addition, I refreshed the existing brand through updated business stationery (business cards, letterhead, envelopes etc.) and site branding (posters and retractable banners), as well as promotional materials (t-shirts, mugs, totes).