Building a Foundation
Defining and Delivering on the Brand Promise
Word of mouth is the most potent form of advertising. H+W worked with the credit union to identify members that best represent consumer personas, from business owners to first-time home buyers to youth accounts to retirees, to leverage their stories for testimonials that would resonate with the credit union’s desired audience. Actual members tell stories that are featured in direct mail pieces, digital ads, and videos. Video, deployed on social and streaming platforms, feature members interacting with staffers at Heartland, recounting how the credit union helped them succeed in ways big and small. The same members appear in static ads along with messaging that helps to define and demonstrate “The Heartland Way.”
Creating Brand Consistency
H+W came alongside the credit union’s in-house team to create templates and other developed assets to support an omnichannel marketing campaign promoting its products and services. Brand boards established the necessary guidelines including color palette, type treatment, image direction, and voice, that would allow both teams to consistently communicate the Heartland Way.