The Challenge for Charter Oak federal Credit Union
In a crowded market of local and national banks, Charter Oak Federal Credit Union had something different to offer—but needed help standing out in a sea of sameness.
OUR approach
Our research revealed a key insight: many consumers were frustrated with traditional banks, yet few understood that credit unions are an alternative—or even what a credit union does. Using these findings, Overabove built a powerful brand positioning that became the foundation for the “Members Bank Better” multi-channel campaign.
Our communications strategy gave Charter Oak a highly visible presence across print, digital display, TV, video content and in-branch collateral—positioning their brand top-of-mind among prospective members. With a clear, declarative message and distinct creative, the campaign empowered people to become members, rather than customers.
THE results
We turned a common question, “what’s a credit union?”, into an opportunity. Our “Members Bank Better” campaign showed that Charter Oak offers everything a bank does—only better. The message resonated powerfully: membership rose 58% and households grew 57% in just one year.