Our Work

Beginnings Credit Union’s Brand Launch Generates 10 Million+ Impressions and 33 Media Features.

Services Provided.

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Strategy

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Graphic Design

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Photography

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Social Media

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Public Relations

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Traditional & Digital Advertising

The Challenge.

Beginnings Credit Union, formally CFCU Community Credit Union, rebranded to better reflect its growth, inclusivity, and modern identity. While they partnered with another agency to bring their new look to life from concept to execution, Beginnings needed a strategic partner to manage the transition across multiple marketing channels. The goal was to establish the new brand’s messaging in existing and new markets without alienating current members.

The Solution.

Brandmint led a cohesive multi-channel brand communication campaign designed to introduce the Beginnings brand with clarity, confidence, and community connection. We crafted a messaging framework that clearly articulated the purpose behind the rebrand, ensuring members understood that while the name was changing, the people and values remained the same. Our efforts included a strategic media tour to share the story directly through trusted local outlets, social media content that humanized the transition through leadership voices and member-centered storytelling, and a comprehensive advertising strategy to build broad awareness across both established and emerging markets. Together, these channels worked in harmony to position Beginnings Credit Union as a modern, inclusive, and community-focused financial partner from day one of the brand launch.

Brand Launch.

Brandmint implemented a two-phase rollout across all channels: the brand teaser to generate intrigue and the official brand launch to build lasting brand trust.

During the teaser phase, we built anticipation through an extensive media tour. Early press coverage and interviews with Beginnings’ leadership cemented the rebrand’s key messages. And, on social media, we introduced the elements from the new brand to ease the transition to the more playful visuals and tone. We also launched a $96,000 teaser advertising campaign across digital, radio, and local outlets, which helped establish brand familiarity ahead of launch.

In the official launch phase, we expanded these efforts with a second media tour, complete with updated press materials, additional interviews, and coordinated outreach to amplify the Beginnings name. Social media drove record engagement through leadership videos and community-centric posts. A $500,000 brand awareness advertising campaign followed, spanning billboards, transit, streaming, digital, traditional, and programmatic placements to solidify recognition across all markets.

Public Relations.

Across both phases, our public relations process focused on earning on-message coverage that reinforced Beginnings’ approachable, community-first identity. Central to this effort was a coordinated media tour that brought the rebrand story directly to major regional outlets through in-person and virtual interviews.

We developed comprehensive media kits to ensure consistency in communication. Each kit included media assets, a quote bank, and key facts about the rebrand, making it easier for outlets to draft compelling stories. We also secured interviews to showcase Beginnings’ leadership team, which helped humanize and build credibility around the rebrand.

Social Media.

We teased Beginnings’ new branding early on by subtly including new visual elements, which helped the credit union bridge the gap between being a historic institution and a personable community financial partner.

Once Beginnings announced the rebrand during the teaser phase, we incorporated storytelling posts and repurposed leadership videos to get members excited about the new brand. Our focus was on reassuring members that the credit union’s people, services, and values would remain the same.

Following the brand launch, we adjusted our content strategy to highlight Beginnings’ community impact to incorporate updated messaging around new possibilities.

Advertising.

Brandmint leveraged advertising channels to amplify brand awareness across Central and Upstate New York. We coordinated placements with 16 local media outlets, 20 billboards, and 4 transit ads, alongside comprehensive digital buys across Meta, programmatic, streaming, and CTV.

During the official launch period, additional streaming audio campaigns delivered nearly 2 million impressions, broadening reach across both established and emerging markets. We continued placements across local media outlets, billboards, Meta, programmatic and CTV.

Introducing the Beginnings name to both current and prospective members with widespread reach and frequency helped solidify brand acceptance across communities.

Impact.

33 total media pick-ups, including 24 published articles and 9 broadcast interviews across major regional outlets
Record-high organic social performance, peaking at 38,398 impressions and 4,759 engagements during the launch period, driven by leadership videos and brand storytelling
Strong positive sentiment and member feedback indicating trust, interest, and emotional connection to the new brand
8 million+ impressions from traditional and digital advertising during the teaser phase
Nearly 2 million additional impressions generated during the official brand launch, expanding reach across both established and emerging markets
Established strong long-term brand recognition, supported by consistent visibility and multi-channel alignment

Client Review

They brought fresh, innovative ideas to the table that helped set us apart from the competition.

“Overall, their project management is very efficient. They provided clear timelines and kept us updated regularly, ensuring that everything stayed on track. They delivered the main items on time and even communicated proactively if there were any potential delays. Whenever I had additional needs or adjustments, they were very responsive and worked to accommodate them quickly. Their flexibility and attention to detail were very helpful in keeping the project moving smoothly.”

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