The Challenge
New Alliance Federal Credit Union was ready to grow—but needed a focused strategy and brand presence to match its ambitions. As a member-driven financial institution with deep local roots, NAFCU sought to evolve into a modern, competitive force in the financial sector without losing the trust of its community.
Our Approach
Strategic Arc facilitated two consecutive 3-year strategic plans, guiding NAFCU through foundational shifts in operations, branding, and member engagement. These plans laid out measurable objectives tied to asset growth, member experience, and digital innovation.
In tandem, we managed NAFCU’s full marketing function—creating a series of campaigns that helped reposition the credit union in a crowded marketplace. One of those campaigns earned a Telly Award, placing NAFCU in the same category as global brands like Walmart, JPMorgan, and Al Jazeera.
The Result
NAFCU broke through the $100 million asset threshold, officially joining a new credit union peer group. With a bold, refreshed brand presence and data-driven campaign execution, the organization attracted new members, retained existing ones, and positioned itself for long-term sustainability and competitive relevance.
What We Delivered
- Two 3-year strategic plans with facilitation and activation support
- Full-service marketing and creative management
- Award-winning advertising campaigns
- Campaign planning, rollout, and performance analytics
- Brand refinement and messaging strategy
- Member communications, PR, and digital engagement
