For University of Illinois (U of I) Community Credit Union in Champaign, launching a community branding campaign started by first energizing its employees about the initiative and training them to meet new service expectations.

The credit union’s best communication tool is its staff. Without them, the $307 million asset credit union’s plans simply won’t work.

U of I Community first informed staff of a pending name change and rebranding effort 18 months in advance. The previous name, University of Illinois Employees Credit Union, had hampered awareness efforts in the decade since the credit union broadened its field of membership by obtaining a community charter.

The credit union regularly offered updates on the transformation, and in November 2015 held an all-staff event that was more party than breakfast meeting.

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