Introducing a Unified CDFI Brand to a New Urban Market

results first

Widely recognized in Philly following successful brand merger.

$363,507

publicity value

from launch coverage.

Nearly 2.9M

media impressions

from launch coverage.

The Challenge

Community First Fund (CFF) is a Community Development Financial Institution (CDFI) that creates financial equity through wealth building opportunities for individuals and businesses in low-income communities. As CFF’s services grew and their geographic footprint expanded into other communities, they made the strategic decision to merge with FINANTA, a Philadelphia-based CDFI that offers similar services as CFF. After the merger was agreed upon, CFF commissioned Gavin to strategically navigate the combining of the two organizations through a carefully planned and fully integrated approach. This would ensure a smooth introduction for CFF into the Philadelphia market.

The solution

Gavin developed a fully integrated approach that includes design, branding, public relations and digital services to work in harmony and deliver a successful outcome. Gavin designed various assets such as a short-term combined logo for the merged entities and stationery materials to introduce the CFF brand to the Philadelphia market, provided photography and videography services, promoted the merger news through public relations and social media and developed an integrated website to communicate the new merged entities to the Philadelphia community.

our approach included

  • A phased brand introduction and integration plan for FINANTA – aligning and combining with the existing Philly brand – was necessary to ensure that the merger would succeed.
  • GAVIN developed a fully integrated approach that included design, branding, public relations and digital services to work in harmony and deliver a successful outcome.
  • Designed short-term combined logo for the merged entities and stationary materials to introduce the Lancaster brand to the Philadelphia market.
  • Provided photography and videography services.
  • Promoted the merger news through PR and social media.
  • Developed an integrated website to communicate the merged entities to the Philadelphia community.
  • For the credit union launch, GAVIN organized a highly attended ribbon-cutting event, media launch plan in the regional market and reach print/online and broadcast news outlets, and an integrated advertising campaign to generate new brand awareness.

the execution

Campaign Development

From complete branding, messaging, a fully integrated launch strategy, website development and retail design, our team brought a fresh point of view to ensure representation and reflection of the target audiences’ voice was evident at every turn.

Merger

  • Research Strategy
  • Creative
  • Website
  • Video
  • Behavior Targeting
  • Social Media
  • Traditional Media Buying
  • Public Relations
  • Influencer Marketing
  • Event Planning and Facilitation

Launch

  • Branch Retail Marketing
  • Out of Home Advertising
  • Transit Advertising
  • Shopping Cart Ads
  • Direct Mail
  • Radio
  • Display Advertising
  • Regional Print Media “Pocket” Ads
  • Spanish-language Media Advertising Campaign
  • Media Relations