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Texans Credit Union will debut some unusual billboards here this week as part of a broader effort to reposition itself in this busy market.

In all, six billboards displaying the three different messages shown at left will aim to catch the eyes of drivers. The outdoor boards follow a thorough internal review of the credit union's brand and marketing strategies by the Richards Group Agency, known for its advertising work for Corona Beer, Chick Filet and Home Depot.

"We realized we were not always on the same page," explained Lori Daniel, VP-marketing. "One of the things to come out of all that was that we really want to differentiate ourselves. There are a lot of credit unions with similar names and open fields of membership in Dallas, and there are tons of banks. These are a little bit different for us and take a lighter approach. We wanted to let people know we are a refreshing alternative, without bashing the banks."

Daniel said the boards will stay in place for three months, and then the messages will be rotated and appear for another three months.

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