University Federal Credit Union

Background
University Federal Credit Union is a well-established, successful credit union serving the Austin area and outlying cities. Started from a charter in 1936, UFCU has been a fixture on the University of Texas’ main and satellite campuses since 1946. UFCU has a strong balance sheet, a high net worth ratio, and in 2009 was awarded the National Credit Union Administration’s highest possible rating, further strengthening the credit union’s position as a key player in the market.

Challenge
University Federal Credit Union is well known for serving the students, faculty, and staff of the University of Texas. However, with the growth of the healthcare industry in Austin buoyed by the construction of the UT medical school, UFCU was poised to make their first venture into this new market. To do so, they needed a partner with extensive experience in that vertical and the ability to expand a well-established brand.

Solution
After conducting best customer profiling and walking the UFCU team through an extensive branding workshop, we developed a content marketing strategy that positioned UFCU as the provider of financial power tailored to the healthcare community.