TruMark Financial Credit Union: Your Trust Matters

DMW Direct

Entry Information

Category: Financial Products and Services
Date program started/ended: May to July 2010

Product Description: TruMark Financial: a non-profit, community-charter, credit union serving the 5-county Philadelphia metro area.

Advertiser/Client Name: TruMark Financial Credit Union
Media Channels:

Strategy

Marketplace challenge:

TruMark Financial® Credit Union is a non-profit community-based organization. Typically credit unions serve individuals in a company or association. In contrast, TruMark Financial is open to everyone living and working in the area. Result: Most people mistakenly think they're simply unable to do their banking at TruMark here. Pre-test research showed only 16.3% of area residents had even heard of TruMark Financial – and only 13.2% felt they were "eligible."