Heritage Grove Federal Credit Union Announces New Name and Brand Strategy

SALEM, OR (August 22, 2013) — Heritage Grove Federal Credit Union, formerly known as Oregon Employees FCU, is pleased to announce the launch of their new name and brand positioning strategy, created in partnership with marketing firm, Raoust+Partners.

Although the Oregon Employees name has served the credit union well for many years, it became apparent that changing the name to something more inclusive would have a significant impact on the credit union’s ability to grow and better serve their broadened service area and diversified membership.

“We believe the word ‘heritage’ connects us with the heritage of the early pioneers who settled in Mid-Valley, the heritage of the city of Salem becoming the capitol of Oregon, and our own local heritage with state employees,” says Jim Mau, President/CEO of Heritage Grove FCU. “The word ‘grove’ signifies a group working together, as well as a place to gather and prosper. Together, the term Heritage Grove connotes a warm and inviting community spirit, kinship and growth, in addition to portraying a fortified area that offers safety and security.”

In addition to the new name, the credit union has also adopted a new positioning line, “Stand Tall,” which reflects the organization’s deep roots in the community and their ability to rise above all obstacles. “Very simply, our tagline means that, whether we’re navigating a tough economy or experiencing good times, this credit union is here to provide sound advice and financial programs that empower all of our members to Stand Tall together, with our heads held high,” says Mau. “We are stronger as a group than we are as individuals.”

For additional information on the credit union’s products and services, visit their new website at

About Heritage Grove FCU
Heritage Grove FCU was chartered in 1964 to serve state employees working in Salem, Oregon. In 2004 the credit union expanded to a community charter, available to everyone who lives, works, attends school or worships in Marion, Polk and Yamhill counties, from their branch at 631 Winter Street NE in Salem. Heritage Grove FCU has more than 8,500 members and just under $100 million in assets.

About Raoust+Partners
Raoust+Partners specializes in credit unions and has for more than 20 years. By developing creative, strategic consistent messages in the marketplace, and keeping deliverables on track, on schedule and on budget, Raoust+Partners helps credit unions tell their truth. That, in turn, helps them improve member acquisition, member retention, member experience and loan growth.

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