Merger Over-But Awareness Lags- So Ads Debut
Bayer Federal Credit Union equals Michiana Credit Union.
It sounds simple enough. But, say officials of the credit unions that merged in 1999, members just don't get it.
They're hoping that a newly launched "ditto" campaign will change that, said Tammy Bowling, marketing specialist. With
"This whole merger and name recognition has been a challenge to market,'' Bowling said, explaining that while the two merged,
The reason, she said, is that Bayer FCU still has direct ties to its sponsor, Bayer Corp. , in five locations outside of Indiana. "We
The new Michiana logo does include a tagline that reads "A division of Bayer,'' she said.
It hasn't helped that Bayer was headquartered in Elkhart and Michiana was headquartered in Mishawaka, 20 minutes away.
She said members who live closer to Mishawaka are still driving to Elkhart to take care of financial matters and vice versa. And,
After several years of trying to tie the two together, first with T-shirts donning either logo worn by front line personnel, letters to
The credit union invested $10,000 in the year-long "ditto" campaign that emphasizes, "Bayer Federal Credit Union equals
The word "ditto'' is also prominently displayed in all of the ads (see above).
Sandefer said $206-million the CU plans to run the campaign for a year via billboards, newspaper advertisements, direct mail
In addition, a popular loan officer from the Bayer location in Elkhart was relocated to the Michiana branch and staff has been
Before Michiana merged into Bayer, it was a single-sponsor credit union serving employees of Uniroyal.