New Names Help Position Two Credit Unions for Future Growth
SEATTLE, WA (August 7, 2013) — Weber Marketing Group, an international, financial-focused naming and branding consulting agency, recently helped rename two credit unions to position them for future growth and financial strength.
66 Federal Credit Union in Bartlesville, Oklahoma announced on July 28th that it has changed its name to Truity Credit Union. Weber Marketing Group has been working closely with the credit union’s board of directors, management team and marketing team since the fall of 2012 to create the new Truity name. Focus groups consisting of members and non-members revealed the former name created barriers to people who believed membership was exclusive to the credit union’s largest employer groups, ConocoPhillips and Phillips 66.
“Our new name, Truity Credit Union, stands squarely on our 74-year foundation of trust and integrity,” said 66 Federal Credit Union’s President/CEO Kelly Diven. “We are proud of our rich tradition and history with Phillips Petroleum Company since 1939 and, more recently, with ConocoPhillips and Phillips 66. Truity Credit Union positions us for future growth by helping to convey that we serve not only these two employee groups, but others as well.”
The $635 million asset size credit union will adopt the new tagline “Trust-Integrity.” The logo design represents the flames of truth, knowledge and service.
The Truity name change comes on the heels of another Weber client, Tyco Federal Credit Union in Menlo Park , California, changing their name to Reach Federal Credit Union.
“Weber Marketing Group hit the mark with this name for us,” said Christine (Brown) Petro, CEO of the $103 million credit union. “Our members live and work across the country so we’re concentrating on building strong, virtual relationships with an emphasis on members ‘reaching’ their financial goals.”
Reach Credit Union exclusively serves seven separate sponsor companies: Tyco, ADT, TE Connectivity, Covidien, Elo Touch Solutions, Atkore, and Pentair. The Board of Directors felt that it was time to choose a name that would better reflect the credit union’s relationship with its sponsor groups and members.
About Weber Marketing Group
Based in Seattle, Washington, Weber Marketing Group specializes in helping clients solve complex marketing challenges with breakthrough brands, names, retail environments, promotional campaigns and multimedia design. Weber Marketing Group’s experienced team of highly-skilled marketing professionals has created hundreds of brands and thousands of branch environments. The agency was founded in 1988 by Mark Weber—a nationally recognized marketing leader in the financial industry.