Increasing Member Engagement One Craft Beer at a Time
Project at a Glance
Trailhead Credit Union had completed a spectacular rebrand that really fit its members and community, but the new branding hadn’t been extended to all aspects of the credit union.
In our ongoing strategy consulting after the website redesign, PixelSpoke noticed an opportunity to engage new members and help Trailhead forge long term relationships with them.
Trailhead Credit Union
Type of Project
Web Design & Development
When members are new, they’re at their most excited and engaged, so that’s the best time to lay the foundation for a long-term relationship.
In our strategy meetings, this is where we saw a huge missed opportunity for Trailhead to really make their rebrand work for them – their onboarding program consisted of a brochure and a few sporadic mailers, but it lacked a cohesive, front-loaded rhythm to deepen connections with members from Day 1. It was difficult to understand who at Trailhead was part of the onboarding process, and what steps were involved.
We got down to brass tacks and created a process map to make sure everyone clearly understood what was currently in place, and who was responsible for what.
Then we got creative! Trailhead’s fun, strong branding made brainstorming quite the party as we came up with quirky, relevant ideas for how to give new members a warm welcome to the credit union.
Ultimately, we created a series of 5 expertly branded, responsive emails that are sent regularly after the member signs up. The messaging is not about selling — it’s about welcoming the new member and sharing member perks, conveying the brand message and differentiating Trailhead from its competitors, teaching how credit unions are different from banks, and giving a personal message from the CEO.
These emails are supplemented with brand-aligned swag: a bottle opener presented on a creative print piece that brings Trailhead to mind whenever a member opens a local microbrew (which is quite frequently, according to member research).
How We Got There
We loved building on the work we had already done with Trailhead. By expanding the brand identity beyond the website to print and marketing materials, we were able to create a consistent user experience through all forms of media.
I’m very impressed with level of research and thought (discover phase). It’s much more than just regurgitating stuff we’ve already seen … I’m really impressed with the level of strategic thought and insight.
— Kim Faucher, VP Marketing, Trailhead Credit Union