PresenterMeeting Title | Subject

DateUW Marketing & Communications Roundtable

Today

BECU Background

Brand Strategy / Evolution and Outcomes

Community Strategy

Examples

Your Questions

2

3

BECU Background

4

5

BECU Today

6

FOURTH LARGEST CREDIT UNION

IN THE U.S.

$19 BILLION IN ASSETS

OVER 1.1 MILLION MEMBERS

7

BECU’s Purpose:

As a cooperative, we bring people together

to improve the financial well-being of our

members and their communities.

8

BECU Brand Strategy & Evolution

9

2018

Refreshed Brand

Identify

Unaided: 54%

PFI Mkt Share: 18%

2013

Share>

Campaign

2010

Move Your Money

2009

We Are Campaign2006

WaMu rumors serve

as catalyst for brand

launch

2007

Brand woven into the

fabric of BECU

2008

WaMu fails, start of

great recession

2005

BECU develops

brand strategy

Unaided: 22%

PFI Mkt Share: 9%

2011

Message Meets

Moment (BofA, Bank

Transfer Day)

2016

MarTech/Data

Strategy

Brand Timeline

9

11

Outcomes

Awareness

PFI Share

Choice

Consideration

BECU BofA Chase Wells

Unaided 54% 67% 54% 55%

Total 79% 90% 86% 91%

Top 2

Box % 51% 27% 35% 22%

Choice if

Selecting Today38% 16% 15% 9%

18% 17% 14% 10%

BECU Brand Tracking Survey Q2 – 2018: King, Snohomish, Pierce, Thurston Counties

Competitive Position

12

Competitive Brand Ratings

ATMs/

Locations

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

BECU BOA CHASE WELLS

Trust/Values Advocacy/Service Value Products Digital Branch/ATMs

Source: BECU Brand Tracking Survey

13

14

Community as Brand

15

Problem meets Capabilities

16

Community Strategy

17

Strategy in Action

Financial HealthMember/Employee

Inspired

1810

19

Examples

Annual Day of Service / Closing for Good

20

Sharing the Story

21

People Helping People Awards

22

Call for Non-Profit

Nominations from

Members

600+ received

Members help fund

grants, via debit/credit

card purchases

Members vote for their

favorite non-profit

Based on

voting/selections, 18

non-profits, receive

grants ranging from

$15,000 to $50,000.

Past winners eligible for

collaboration grants

=+ +

University of Washington

23

2011

2015

2018

2018

UW CoMotion Partnership

24

25

Thank You & Questions