Momentum spurred by a rebrand a few years before had waned. TAPCO needed a partner with a vision for something bigger. The credit union was searching for a strategy and plan to stand out in a crowded world of financial institutions.
TAPCO’s steadfast commitment to the community is unmatched and distinct. A not-for-profit credit union, TAPCO was founded by and for Pierce County employees so they could avoid big banks. While TAPCO is now open to all who live or work in the state, TAPCO remains solely in Pierce County. We put TAPCO’s commitment to community at the center of a new multi-channel brand positioning campaign to reach residents with an affinity for credit unions. The strategy was informed by competitor and consumer research and community sentiment. Members and employees were photographed against a distinctly local custom backdrop painted by a local artist. Beyond paid digital and outdoor, we mixed in hyperlocal sponsorships and an all-new financial education podcast featuring local voices.
TAPCO saw five years of growth in the first year of the campaign and has since opened two new branches (with a third on the way). Next up is evolving the brand and advertising strategy staying attuned to the community’s needs as it recovers from the pandemic.