Mich. CU Creates Brand To Serve Slice Of Members
MidWest Financial Credit Union has announced a new name to better connect with
But, said Lora Bingham, MFCU marketing assistant, it plans to keep the old one as well.
While its present name identifies the credit union with two-thirds of its members from a variety of business types, the
"We launched this brand so (hospital employees) would feel that this is still their credit union,'' Bingham said.
The $136-million MidWest Financial was founded in 1938 as University of Michigan Employees Credit Union. In
Now that the first goal is well on its way with about 135 SEGs and 16,000 members, Bingham said, board members
The board also hopes its new logo will help the CU cultivate new partnerships with healthcare-based institutions in
"This is not a name change,'' said Larry Knoll, CEO and President of Midwest Financial CU. "UMHSF is a new
Knoll said the financial services would not change, nor would the staff or the CU's mission. "Choosing to be part of
Teasers on billboards and advertisements announced the new arrival in April, playing on the hospital theme with
Bingham said the simple blue and yellow logo was created in-house. The MidWest logo is red, black, blue and yellow.
Bingham said members identified as health system employees received a new computer code that changes the name