Baker and Baker Rebrands Harborstone Credit Union

©2006 Baker and Baker Marketing Communications LLC

Strategy: • Re-brand institution on the experiential model • Direct messages to psycho-social market segments • Create relationships • Control all communication touch-points • Train marketing department for self-sufficiency • Create attitude change in members and employees • Introduce changes incrementally

Cultural Transformation Follows Brand Strategy

Outcomes:
• New identity based on diversification
• Graphics and English usage handbook
• Training video for employees
• Member recruitment program
• Targeted TV, radio, newspaper, POP, and billboard campaigns
• Topical color magazine with product catalog section
• Interior design and merchandising for branches
• Advertising production guidelines for marketing staff
• Workshops leading to department self-sufficiency and communications syncronized with business plan

Problem:
The $500 million credit union projected a dramatic loss of market share as aggressive competitors entered the marketplace. Solutions to this threat— such as creating a new product mix, media mix, public image, and ultimately an expanded customer base—were impeded by employees and members who wanted things to stay the same. The marketing department required comprehensive agency services, including workshops in competitive marketing program management.