School Employees Lorain County Credit Union rebrands as Achieve Credit Union
ELYRIA, OH (January 10, 2020) — School Employees Lorain County Credit Union (SELCCU) opened its doors in 1958 after a small group of teachers at Midview High School in Grafton, Ohio came together to form a credit union, Midview Credit Union (the Credit Union’s initial name). However, within just a few months, the Credit Union leaders received approval to open its field of membership to other Lorain County schools. The name of the Credit Union was then changed to School Employees Lorain County Credit Union, Inc.
With over 60 years in business, (SELCCU) has provided its members with superior service and products aimed at helping build their members’ financial success, while operating in a financially sound, ethical manner. In recent years, the Credit Union has experienced the highs and lows within the local economies, the state of Ohio and within their very own field of membership.
“We have come to realize that in order to maintain a strong, viable presence within the communities we serve”, states SELCCU’s CEO Neil Sommers, “we needed to take a look at a variety of factors surrounding the products and services we offer, our technological capabilities, and our overall awareness and perception among those who do not belong to SELCCU yet but could greatly benefit from our services.”
From these evaluations, the Credit Union realized they could greatly benefit from a restructure of their identity, to include a name change. “Though we knew a name change was necessary”, says the Credit Union’s Marketing Manager, Tiphaney Grossestreuer, “we knew we didn’t want to change the foundation from which we became the credit union we are today. We want to continue to be able to promise our members that we will provide the same great products and personalized service they’ve come to expect and depend on, helping them achieve their goals throughout their life, and the lives of their family.”
From this, the Credit Union took the words right out of their own mouths and as of January 2, 2020, they will now be known as Achieve Credit Union.
“We believe this name better encompasses and exemplifies who we are as a credit union and the level of service our members have come to expect and appreciate,” says Sommers. “We also don’t want our name to hinder us in the eyes of non-members, thinking they are unable to belong to the Credit Union.”
Wanting to partner with a well-respected and experienced brand agency, the Credit Union looked to the nationwide industry experts, The BA Group located in Northfield, Minnesota. “It was a pleasure to work with the Credit Union’s leadership and management team to explore and discover the attributes the Credit Union has always possessed, along with those they are committed to adapt,” said The BA Group’s CEO Amy Herbig. “Through our measures, BA developed the new name and brand identity that we are confident the Credit Union can stand behind and deliver to their members for years to come. This new brand also allows the Credit Union to differentiate themselves in order to attract and acquire the potential membership out there looking for a place that can help them Achieve their financial dreams and goals.”
Additionally, this name change does not reflect a merger with another financial institution, or that we are changing our locations or staff. “We are still the same credit union with the team our members have come to know and respect – going above and beyond to help our members and their family’s financial wellbeing,” says Grossestreuer. “We’re excited to roll the new brand out over the coming weeks and months from updates to our website, to branch signage and all other elements. We really want to showcase this new brand and that we are a solid, modern, and growing credit union.”
“Since our doors opened in 1958, the Credit Union has stood by our members, working with them through every stage in life as their trusted, financial partner,” says Grossestreuer. “We have helped families from opening a child’s first savings account, to saving for college, buying a home, and planning for retirement. The Credit Union was founded on the principles of helping others establish and reach their goals, and we still believe in and operate under the same values today. And now, with our new name we also have a new member promise – to help our members and the communities that we serve Learn · Dream · Achieve all of their life goals.”
About Achieve Credit Union
As an education-based credit union, we’re committed to providing members of all ages with the tools they need to meet their financial goals. The organization, first known as the Midview Credit Union, received its charter, No. 841, on February 21, 1958. In 2020 SELCCU we through a name change and is currently known as Achieve Credit Union with the member promise to support our members to LEARN, DREAM, and ACHIEVE all of their life goals. Today, ACHIEVE has more than $154 million in assets and more than 13,000 members.