EAFCU
Positioned for Acquisition
We were challenged to build a strategy to realign their brand after a recent merger and to position EAFCU for acquisition.
After acquiring another credit union, Education Alliance Federal Credit Union (EAFCU) started to face problems which commonly arise after mergers. For example, EAFCU's target audience and client profile changed as the acquired customer base of artists differed from their existing education market. Without effective strategies in place derived from understanding their customers needs, EAFCU saw their customer base decrease, despite having merged with the other credit union. EAFCU recognized a shift in strategy was crucial following this merger that reflected true value for its clients. The credit union had the ultimate goal of being acquired by a larger credit union and partnered with Alignkraft to realign all aspects of its business for growth and to position it for acquisition.