Weber Marketing Group News

Weber Marketing Group settled in their new office May 5^th, 2008, which has achieved Gold certification from the U.S. Green Building Council’s Leadership in Energy and Environmental Design (LEED) Program.

The new 40,000 square foot building is one of the first in Seattle to achieve the LEED certification, aligning with Weber Marketing’s passion to make a difference in the financial industry, community, and earth.

To reduce green house gasses, the building was constructed without any air condition, something that has not been done in Seattle in 30 years. Using extensive thermal modeling and detailed data about Seattle’s weather, the 4-story building has special features to keep the interior cool during the summer. While temperatures may exceed 80 degrees a few times a year it is a small cost for using an estimated 30% less energy than a traditional office with air conditioning. The center courtyard creates a chimney effect, pulling air through the sides of the building, while exterior glass shades on the east and west sides of the building and inside the courtyard will absorb heat, but still let light through.

Other sustainable elements in the building include shower and change rooms for bicycle commuters and workstations with translucent furniture located near windows for more natural light. The roof is light-colored to reflect the sun’s heat, and structural elements contain a high percentage of recycled materials.

The LEED Gold building, designed by Weber + Thompson, a Seattle-based architecture and interior design firm, reflects Weber Marketing Group’s commitment to eco-friendly and environmentally sustainable practices.

“The name change removes a barrier to membership many sensed when hearing our former name.”
— Dick Kibbey,
CEO of MSECU/Via

Marion School Employees Credit Union , working in partnership with the branding and naming team at Weber Marketing Group, recently held a vote that gave members the choice between two possible new names. The majority winner of the democratic vote was ‘Via Credit Union.’

"A name change is a big decision, and we felt it was important to involve our member/owners," said Dick Kibbey, President and CEO of the credit union. "Everyone has a voice here, and that’s what makes us different than banks."

The credit union chose to pursue a more inclusive name after being granted a charter that opened membership to everyone living or working in Grant, Blackford, Miami and Madison counties.

"The name change removes a barrier to membership many sensed when hearing our former name. People assumed that you couldn’t join unless you worked for Marion Schools, which isn’t true," said Kibbey.

"Bringing affordable financial solutions to even more area families and attracting new members is good for everyone, but it especially benefits our existing members," Kibbey added.

The credit union narrowed down two potential names after considering more than 100 different suggestions proposed by Weber Marketing Group. The credit union partnered with both a professional naming firm and trademark counsel, and conducted an extensive evaluation to ensure the two names were not trademarked before putting them to a member vote.

The new Via name suggests the credit union is a pathway for members to reach their goals, such as a new home or a secure retirement.

Government approval for the new name was granted May 8, 2008. The transition to Via Credit Union will begin this summer.

Members Almost Unanimous in Approval of New Name

By a resounding margin of more than 96 percent, the members of Elkhart County Farm Bureau Credit Union (FBCU) approved Interra as the new name of their credit union.

In Indiana, where FBCU is headquartered, name changes of state-chartered credit unions must be approved by at least a 75 percent margin, the stiffest requirement in the country.

The approval process for the new name included in-branch voting the week prior to the annual meeting, as well as voting at the meeting, held March 17.

More than seven months ago, the American Farm Bureau Federation (AFBF) sent a formal request to FBCU, requesting the credit union adopt a new nwame. In its request, the AFBF cited its national trademarks on both “Farm Bureau” and the initials “FB.” The credit union was founded more than 76 years ago by local Farm Bureau Association members and co-op employees and they used “Farm Bureau” in the credit union’s name.

Over the years, FBCU has grown, expanded and holds significant “brand equity” within the membership and in the local communities it serves. Before proceeding with a name change, the credit union consulted a trademark attorney and reviewed all options, including an offer by the AFBF to enter into a license agreement. Holding true to the cooperative principle of autonomy and independence, FBCU rejected that option.

Ultimately embracing the AFBF’s request as an opportunity to rebrand itself, the credit union partnered with the financial branding and naming experts at Weber Marketing Group to develop a naming strategy. The first step was to form a Naming Committee, which consisted of FBCU members, management, staff and board representatives. The naming team set out to find a new name that would honor the credit union’s agricultural and community traditions, while simultaneously appealing to new generations of potential members.

Weber Marketing generated more than 300 potential names, and suggestions from staff and credit union members were also welcomed. Using the firm’s strategic process, the naming team considered nearly 100 different options in four rounds over an eight week period. Each name was evaluated for its “brandability” and trademark availability.

‘Interra’ Name Honors Credit Union’s Roots

The process culminated with the unanimous selection of “Interra” by the naming committee. The name can be literally interpreted as “Indiana land,” with “In” representing Indiana, and “terra” meaning land.

“We wanted a name that spoke to our area and our members,” said Jack Sheets, president of the credit union. “Interra does just that. It makes a connection back to our agricultural and community roots.”

The new name is also much shorter than the current name while lending itself to unique branding opportunities and visual elements.

Soon after the naming team’s selection, the FBCU Board of Directors unanimously approved the name for the membership vote.

Communications Vital Throughout Process

Together with Weber Marketing, the credit union crafted a communications strategy that helped members through the process. It started with a letter sent late last November informing members about AFBF’s position, ensuring them that the credit union was not sold, and detailing the path the credit union planned to take. Subsequent progress updates kept members informed every step along the way, including website announcements, articles in the monthly newsletter and in-branch information. Another member letter was sent when it was time to approve the Interra name.

Credit union officials also communicated directly with the Elkhart County Farm Bureau and Indiana Farm Bureau Insurance throughout the name change process. These relationships continue to be positive, and their members remain within the credit union’s field of membership.

“A name change can be an emotional undertaking,” said Mark Weber, president and CEO of Weber Marketing. “The credit union’s transition to Interra could not have gone more smoothly. It’s a reminder to credit unions considering a name change how important it is to have a well-defined strategy that’s supported by proactive member communications and positive engagement.”

“We believe Interra has been so well accepted by our members because it is a name with a ‘story’ that ties back to our history and heritage,” said Sheets. “Yet it allows us to move forward with a unique and progressive name.”

Weber Marketing continues to work with the credit union to build a fresh, new brand identity to go along with the Interra name, which will roll out in a few months.
The credit union currently has a federal trademark application pending with the U.S. Patent and Trademark Office.

Construction on Weber Marketing Group’s new home office is in the home stretch. Crews are painting, laying carpet and installing work stations over the next 45 days. Weber Marketing Group should be taking occupancy around May 2nd.

The LEED Gold building reflects Weber Marketing Group’s commitment to eco-friendly and environmentally sustainable practices, but it doesn’t come without sacrifices.

For instance, to reduce greenhouse gasses, the building is the first constructed in Seattle in over 30 years without any air conditioning. According to extensive thermal modeling, indoor temperatures may exceed 80 degrees a few times a year.

It is hoped that the building will reduce energy consumption by 30 percent.

It has been three years since Weber Marketing Group started discussing the idea of a new home. Fortunately, a prime piece of real estate in Seattle’s South Lake Union area opened up and construction began just over a year ago.

The building is a joint venture with Weber Thompson Architects, a Seattle-based firm headed by Blaine Weber, the brother of Weber Marketing Group’s president, Mark Weber.

Weber Marketing Group’s new address will be:

225 Terry Ave N, Suite 400
Seattle, WA 98109

Phone numbers and emails will remain the same.

Our office will be closed May 2-4 while we relocate to the new space.

Weber Marketing completed a branch merchandising project for Alta Vista Credit Union in Redlands, California.

Weber Marketing designed, produced and installed branded retail graphics and displays for the 4,000 square foot branch. The project also involved new colors, exterior signage and video merchandising to give the branch a more modern and updated look.

Traditional teller lines were replaced with free standing teller pods, offering members a full line of teller and member service opportunities in one location. The branch expanded to an open environment, and includes the following features:

• Private desks where staff can assist members one-on-one
• A children’s area for younger members
• Cash Point self service coin deposit center
• ‘Welcome Desk’ to assist greet and assist members
• E-Station for members to go online
• Coffee center

Click here to view photos from the installation.

Weber Marketing has already started planning for two more Alta Vista’s branches, one in Redlands and the other in Rialto, California. Both are scheduled for completion in summer 2008.

Based on a joint research report between Weber Marketing and CEO Advisory Group, Mark Weber, President of Weber Marketing, offered key insights to credit unions struggling with growth challenges in the January 9, 2008 issue of The Credit Union Times.

The Credit Union Growth Strategies Study 2008 report surveyed CEOs of 118 credit unions and examined 5,300 performance reports from 2000 through 2006. Results indicate that despite the growth of community charters, nearly half of all credit unions have experienced net membership loss since the beginning of 2000.

In the article, Mark states that community charters and good service don’t solve growth challenges. “There are two big surprises when a credit union gains a community charter. First, absolutely nobody is beating a path to your door. Second, you have to completely transform your business, operational and sales models.”

“If good service were the secret, credit unions would be thriving in membership growth today,” he continues. “Unfortunately, good service is not the bar by which people switch financial institutions. We’ve had seven years of the worst growth in history in credit union membership. You absolutely have to be working much, much harder than simply saying ‘We have great member service’ when everyone else is saying it.”

In the article, Mark cites the “Seven Key Drivers for Accelerated Growth” for credit unions facing growth challenges today.

Click here to view the full article.

You can purchase the full 2008 CEO Growth Study report at the CEO Advisory Group website.

This holiday season, Weber Marketing gave $4,000 in donations and $2,000 in services to Agros International on behalf of their clients, partners and vendors. Agros International is a non-profit organization dedicated to helping poor, rural families in Central America escape their cycle of poverty with land, loans, micro-enterprise lending, and other essentials to create self-sustaining villages.

Using the organization’s new online gift catalog, Weber Marketing selected gifts that included cans of worms, women’s small business loans, acres of seed, and clean water projects.

Weber Marketing donated a flock of chicks to Agros on behalf of client Tracy Fournier, Senior Marketing Specialist for Cal Coast Credit Union, who said, “I am so glad Weber Marketing chose to help these people. It means more to us than sending us a gift of chocolates.”

Nancy Olmsted, VP Marketing at Columbia Credit Union in Vancouver, Washington, agrees. “I can’t think of a holiday gift I would have enjoyed more! What a thoughtful and impactful thing,” she said.

Since Agros was founded in 1982, they have helped over 6,000 people build new lives by providing land ownership, technical assistance, training, capital loans, village infrastructure, and volunteer service teams. These valuable resources support the vision of local community members as they build their own villages across Central America and Mexico.

“Agros is having a major impact, transforming lives by stopping the cycle of poverty in Central America,” said Mark Weber, President of Weber Marketing. “In our partnership with Agros, we’ve been able to integrate our credit union philosophy and cooperative spirit.”

Weber Marketing has been a proud pro-bono brand partner of Agros for over six years, helping them build a powerful international brand that supports their mission.

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For more information, contact Mark Weber, President at 206-340-6111, or Sean Dimond, Director of Marketing and Communications for Agros, at 206-528-1066.

The Credit Union Executive Society (CUES) honored Weber Marketing’s strategic partner EHS Design as the 2007 Supplier of the Year at the CEO Network Conference in Key Biscayne, Florida on November 5.

For the past three years, the CUES board of directors has honored supplier firms most committed to meeting the needs of its credit union membership across North America. Nominees, categorized by firm size, are judged on the exceptional contributions to the credit union industry. Weber Marketing won the same prestigious award last year.

Paul Seibert, CMC, vice president of financial services, accepted the award for EHS Design saying, “This is a significant industry recognition of our work and the many relationships we have developed over the past 15 years with the CUES organization, credit union clients, and friends across North America.”

For the past 20 years, EHS design has provided strategic growth planning, strategic branch planning, branch business modeling, prototype development and branding, architecture, design, real estate development and leveraging to credit union clients. The firm received over 20 letters of recommendation from CEOs/executives across the nation recommending it for this award.

Weber Marketing formed a partnership with EHS Design over ten years ago. The two firms have worked together on numerous, award-winning retail merchandising projects for financial institutions across the United States and Canada.

Seibert says, “The results of our work, over the years, has been to continually help clients create and operate powerful strategies, tactics, and measurement systems and strong differentiating brands that accelerate target growth that drives high ROI and ensures long-term viability and prosperity.”

For more information, please contact Randy Schultz at 206-826-0322.

The Davey Awards recently honored Weber Marketing Group with a Silver Award in the branding category for the launch of Red Canoe Credit Union’s new name. The 2007 Davey Awards featured an incredible pool of over 4,000 entries from the best small firms in the world.

Earlier this year, Weber Marketing’s work for Red Canoe swept the Washington State Credit Union League Spectrum Awards.

Weber Marketing Group will attend BAI’s Retail Delivery Conference in Las Vegas on November 13-15.

The annual conference is for financial services executives and senior managers who want to learn creative approaches to growing their business in a non-growth environment. Attendees will hear the visionary perspectives of experts from both inside and outside the financial industry.

EHS Design, Momentum, L9 and Captive Indoor Media will be sharing a booth together with Weber Marketing.

The conference will be held at the Mandalay Bay Resort and Casino. For more information about the conference or to register, click here.