Michigan First Credit Union

Branding a credit union’s tireless pursuit of consumer satisfaction.

At a time when banks are increasingly leaning on technology to serve consumers, Michigan First Credit Union is also investing in a 24-hour local call center. People, not products, are the heart of stellar service, leadership determined. Michigan First hired Brogan to leverage its value proposition to grow membership and deepen existing relationships.

Making perpetual service heroic.

Brogan put a name to the credit union’s relentless service—365 Live—and related it to everyday situations when banking hours don’t cut it. In just one year, Michigan First enjoyed significant return on its marketing investment. Community members are more aware of the credit union and members are more opinioned about the exceptional service.

Brand awareness increased

in the community

Website visits climbed

higher on key conversion pages

Helping the credit union branch out.

The number of community members who answered “not familiar” or “not sure” dropped from 86 percent in 2014 to 68 percent over the one-year campaign. Positive numbers climbed from 13 percent to 23 percent. More members are aware of 365 Live and nonmember recognition of the credit union’s unique service platform increased by 37 percent.

Brogan is Michigan’s healthcare marketing leader.