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Weber Marketing Group Captures the Nonconformist Vibe in a NW Credit Union’s Brand

SEATTLE, WA (June 19, 2013) Northwest Resource Federal Credit Union in Portland, Oregon changed its name to Trailhead Credit Union on June 3, 2013. As one of nine other credit unions in Oregon with “Northwest” in its name, the credit union desired a new name that would better distinguish itself in the marketplace.

Weber Marketing Group worked closely with the credit union’s board of directors and management for six months to create to create the new Trailhead Credit Union name and brand.

“Our board voted unanimously to approve Trailhead as our new name,” said Northwest Resource’s President/CEO Jim McCarthy. “We pride ourselves on opening new paths and financial opportunities for our members. Both the new name and brand reflect this philosophy – as well as the Northwest region and Portland’s treasured urban and natural trails. We feel the name ‘Trailhead’ will resonate with our current and future members as we help them find their individual paths to financial success.”

The $92 million asset size credit union will adopt the new tagline “Small Enough to Know Better” and use its relatively smaller size as a competitive advantage. “We offer all of the same products and services you would find at a mega-bank, but because we are a smaller-sized financial institution we have the ability to be more flexible and adapt more quickly to our members’ needs. We think of ourselves as more of a financial boutique,” said VP Marketing, Kim Faucher.

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