CUWLA, recognizing the pivotal role of women leading credit unions predominantly under $500M in assets, aimed to create a support network for these leaders. Despite existing initiatives for small credit unions and women in leadership, no national body was focused exclusively on supporting these influential women. CUWLA sought to become not just a voice, but the leading voice for these leaders, facing a challenge in perception and presence within the credit union ecosystem. Mission Brands Consulting (MBC) was enlisted to address these challenges by enhancing CUWLA’s visibility and organizational identity.
Elevating Leadership at Credit Union Women's Leadership Alliance (CUWLA)
The challenge
CUWLA sought to empower overworked and under-resourced leaders who juggle exhaustive daily operations with limited resources. Functioning much like a startup, CUWLA needed to build its credibility and attract members. The primary challenge was to transform its image within the broader credit union community by developing a sophisticated visual and strategic messaging platform. This platform had to position CUWLA as a mature, value-adding entity, compelling enough to secure the time and resources of potential members.
Phase one
Discovery and strategic alignment
- Market research and competitive analysis: To position CUWLA effectively, we conducted thorough market research, identifying positioning gaps and opportunities.
- Brand audit: We evaluated CUWLA's existing messaging and digital presence to pinpoint areas needing refinement.
- Stakeholder interviews: Insights from current members and leadership shaped our understanding of their challenges and expectations.
Phase two
Brand strategy development
- Core narrative development: We crafted a compelling brand story that resonated with the target audience, emphasizing CUWLA's role as a pioneer in the credit union movement.
- Visual identity refinement: A sophisticated visual identity was developed to elevate CUWLA’s professional image.
- Strategic partnerships blueprint: We outlined a strategy to engage potential sponsors and partners, enhancing CUWLA’s sustainability and growth potential.
Phase three
Digital presence and content strategy
- Website overhaul: Our team designed and built a new website that effectively communicated CUWLA's mission, facilitated member onboarding, and integrated a donation system.
- Content development: We produced dynamic, engaging content to establish CUWLA as a thought leader in the industry.
What's next
Expanding marketing effforts
Increase visibility and member engagement.
Enhancing digital content
Continuous updates to CUWLA’s website and digital platforms to support advocacy and fundraising.
Strengthening community connections
Through user-generated content and member spotlights, fostering a vibrant network of leaders.