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June 22, 2017
Branding

MANAGING CHANGE: IMPLEMENTING AN ORGANIZATION NAME CHANGE FOR OHIO VALLEY COMMUNITY CREDIT UNION.

Opportunity
The Ormet Corporation was the original Select Employer Group (SEG) for Ormet Credit Union and namesake of the organization for more than 40 years. As the credit union expanded its book of business and implemented a community charter, they required a new brand identity that included a fresh logo and more community-encompassing name.

Solution
Profound uncovered some important aspects about the community where the Ormet Corporation was founded. First, its location in Eastern Ohio near West Virginia was a great asset. Their market area is very hilly and near the Ohio River, and the membership consisted of those both in Ohio and West Virginia – an area known as the Ohio Valley. Profound used this information to expand on possible names for the credit union. This information was also taken into consideration when creating logo designs, which is a project that Profound led. The credit union approved a logo that signified the rivers and countryside. Finally, Profound linked all the elements together to create the tagline, "Community is our middle name."

Profound’s experience further enabled the client to be completely prepared for all the actions that would be required throughout the name-change process. Profound created a step-by-step action plan that would advise Ohio Valley strategically through various departments including finance, operations, and lending on each part of the process, including who is responsible for what and when it should be accomplished. Of course, Profound fulfills and manages the marketing functions, but the firm also revised disclosures and collateral, created a public relations action plan, implemented a direct mail campaign around the change and developed a celebration with actionable giveaways. Profound has worked through this type of situation with clients before and put that experience to work in every detail, including federally registering the new logo and new name. Profound also provided the new logo in a wide variety of formats: PDF, TIF, EPS, HTML so it would be simple for the client to use it in the future.

Result
Members understood that the Ohio Valley Community Credit Union was the new name for the expanded Ormet Credit Union and the community at large reacted favorably to the change.


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