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CU branch opening inspires ad campaign
ORRVILLE, Ohio (3/11/11)--CEO Chris Blough saw the opening of a new branch of Wayne County Community FCU as an opportunity to create a new personality for the credit union. Rather than competing as “the best rate in town,” the credit union decided to take a relaxed, low-complexity, high-comfort approach for its next advertising campaign. Aiming for 25- to 45-year-olds, Wayne County Community FCU is simplifying its products and clarifying its message to convey that it doesn’t have everything, but it does have what consumers need (Ohio Credit Union League eLumination March 9). The new campaign uses billboards and print ads featuring a pair of well-worn, red Converse All-Star high tops with the tag, “Some things never go out of style. We’ve been putting PEOPLE before profit since 1966.” Blough has been wearing a pair of red All-Stars to community events for several years, and is buying a pair for every board member and employee for the opening of the new branch. The mayor of Orrville and the president of the Orrville Area Chamber of Commerce will also receive shoes for the event. With today’s hectic lifestyle, Wayne County Community FCU wants “to be the one piece of the puzzle that actually fits the way it should ... the way people HOPE it would ... like a favorite pair of sneakers,” said Blough. “They might not be the fanciest thing in your closet, but they never let you down … and rarely give you blisters.”


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