Community CPS Credit Union
For quite some time CPS has been positioning itself as a community based organisation.
This "community positioning" (the essence of most credit unions) was adopted to help CPS differentiate itself from mainstream banks, with the objective of attracting disaffected bank customers with a more 'product responsive' and friendlier alternative.
Whilst we considered the previous agency's work to be strategically correct, it was apparent that their work failed to engage people emotionally, nor did it go far enough in demonstrating many of the fundamental differences (advantages) that CPS offers Canberrans in comparison to banks.
Similarly, Canberran's were also left unaware of the contribution CPS makes to the local community. In short, CPS was not realising the full potential of their current positioning.
The initial challenge from my perspective was two fold.
Firstly, we needed to differentiate CPS products and services from that of Banks. Fortunately, there are many opportunities to do this, but equally this strategy will not realise its full potential unless the market can be convinced that CPS can offer a viable alternative to banks across the total product and service spectrum.
At the moment, most people would find it difficult to comprehend not having a relationship with a bank. Research tells us that whilst many people feel trapped, "given all banks are much the same," there is little alternative but to put up with the bank they have.
It was this view (and the second part of the challenge) that needed to be confronted. Hence the slogan 'Life without a Bank'. A slogan that we consider, aggressively challenges the prevailing perception and offers a viable alternative.
I should also add that Ken Begg and Associates are working in partnership with me on this campaign to maximise the full public relations opportunities for Community CPS. They do, after all, have a great story to tell.
Here's some of the initial work in what will be a long term campaign strategy.
Click on the MPEGS to see our initial campaign commercials. There are more on the way.
Campaign Posters
