KANSAS CITY, MO. (4/15/14)--Kansas City, Mo.-based Mazuma CU last week unveiled its new brand, built around the theme, "Bank Happy."
In addition to a new logo, color scheme, website and social media strategy/campaign, the brand launch features TV and radio commercials.
In promoting the new brand, the $470 million-asset credit union said it isn't changing the way it serves its members, but it is promising to lighten up its approach to serving members compared with other financial institutions.
"Credit unions are different from banks; they are not for profit, not for charity, but for service," Brandon Michaels, Mazuma CU president/CEO, said. "And part of that service means that members leave us a little happier than when they came."
In a video promoting the new brand, Mazuma promises it will provide financial services with a sense of fun that goes beyond a polite thank you.
The credit union insists that it will still have the same great service and dedication to keeping its Member's money safe and secure. The difference will be in how they do it: Mazuma t-shirts instead of ties, fist bumps instead of handshakes, jokes instead of forced pleasantries
"We believe we can still be awesome caretakers of our members' money and not be a total bore about it," Mazuma Brand Manager Andy Dickhut said. "We believe we owe our members a smile. That's going to be our goal every day."
The new website offers locally shot photography and a scrolling format. The credit union also launched its new blog, mazumafy.com, which takes a fun, light-hearted approach to community service, pop culture and financial advice.
Mazuma's first-ever TV commercial began airing on local television stations April 9. The spot is centered on a semi-spokesperson, Mazuma Mike, a lovable idiot who has good intentions but unfortunate luck. In the commercial, Mike spoofs credit union values with hilarious results.
Mazuma partnered with Lenexa, Kan.-based Beyond Marketing LLC to help develop many aspects of the new brand, including the website, Mazuma Mike campaign, promotional materials and blog.