After

New Logo

1Mac-Logo

Branch Signage - External

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Head Office Boardroom

3Mac-BoardRoom

Branch Signage - Internal

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Branch Signage - Internal

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Highway Supersites

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Bus Advertising

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Railway Station Supersite

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Full Page Ad

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Shopping Centre Advertising

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Shopping Centre Kiosk

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Branch A Frame

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Staff Launch Brochure - Front Cover

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Staff Launch Brochure (pages 2 & 3)

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Staff Launch Brochure (pages 4 & 5)

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Staff Launch Brochure (pages 6 & 7)

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Staff Launch Brochure (pages 8 & 9)

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Staff Launch Brochure (pages 10 & 11)

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Staff Launch Brochure (pages 12 & 13)

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Staff Launch Brochure (pages 14 & 15)

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Staff Launch Brochure (pages 16 & 17)

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Staff Launch Brochure (pages 18 & 19)

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Member Launch Brochure

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Member Launch Brochure

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Before

TheMac_before

Testimonial

The Mac

How the Macarthur Credit Union became a good neighbour

THE CHALLENGE

The Macarthur Credit Union had operated since 1971 in the Macarthur region of south-eastern Sydney.

Over the next 20 years, this region is planned to be the fastest growing urban corridor of any capital city with an influx of up to 200,000 new families.

The challenge for the Macarthur Credit Union was how to make themselves relevant and meaningful to a new population who had no history with the region – and how attract a share of these new customers to a ‘local financial institution’ and away from competitors.

THE SOLUTION

Working with senior management and at Board level, the BrandQuest Brand Marketing Strategy called for a revolutionary change in the brand in order to engage with the influx of potential new and younger families and to significantly increase their share of customers in the region.

While acquisition was a key driver for the new branding, retention of current customers was paramount to success.

In a close-knit semi rural catchment it was seen that Staff were critical to success, especially in communicating to and answering customer issues or questions regarding their ‘new’ financial institution.

A managed customer contact program was initiated with staff, plus a customer program that informed and updated all current customers well before they were exposed to the new naming and branding.

THE RESULTS

A new name ‘The Mac’ along with a new logo and tagline were the cornerstone of a complete upgrade of the Credit Union’s branches, livery, uniforms and all collateral.

Firstly all staff were engaged in one to one on the rebrand strategy and received a comprehensive booklet detailing the ‘why’s and future’ of the company. Secondly, prior to the public launch ever member received a background booklet with their monthly statement – with the opportunity to contact a specific hot-line with any questions.

The brand was launched into the market with a comprehensive marketing communications program highlighting the new branding and messaging with a significant launch campaign that included highway super signs, bus fleets, press and magazine advertising and sponsorship in the major regional shopping centre.