In 2016, CEFCU, a Peoria-based credit union, expanded to San Jose, California, with the goal of maintaining its regional identity while attracting new markets. We developed a comprehensive communication plan, emphasizing key messages highlighting CEFCU's superiority and its personable, customer-centric approach.

Our strategy, encompassing TV, radio, print, digital, and more, successfully transformed CEFCU's brand without altering its core identity. The outcome: increased awareness, surpassing conversion expectations, and successful growth in California, all while deepening roots in Peoria. CEFCU's strategic adaptation continues to resonate with both younger and more diverse audiences, fostering sustained success in both regions.