Suncoast Credit Union launched a branding campaign in 2014 called "Save More for Life" after restricting advertising during the recession. Research including member surveys found that banking with Suncoast saved members money compared to banks. This became the foundation of the campaign in positioning Suncoast above competitors by helping members save more so they can focus on what matters in life. The campaign emphasized that Suncoast gives back to the community continuously unlike banks.

1. Save more for life.
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Suncoast’s awareness campaign

2. Throughout the recession and in its wake, Suncoast was forced to
restrict its advertising efforts to a minuscule level. In 2014, Suncoast
Credit Union launched a massive branding campaign whose primary
goal was to reintroduce the credit union to its DMA.

3. Before it could launch a large-scale campaign, Suncoast needed to understand a few
things about its current and potential member base: What is important to them? How
need do they have that Suncoast can satisfy? Finally, what do they think about Suncoast?
Grownman Brand helped Suncoast analyze industry research
and formal surveys of its members, members of other credit
unions, and bank-only customers. Additionally, Grownman
Brand conducted our own online surveys to attain more data
we could use in developing Suncoast's strategic plan.

4. Months of analysis yielded several valuable findings, including the realization that
Suncoast enjoyed a favorable perception in the marketplace. However, the most
important discovery was the fact that banking at Suncoast saves its members
money compared to banking at a bank.
This nugget of truth would become the foundation for Suncoast's storytelling. A
true differentiator that lifted Suncoast above its competition, it proved to be the
seed that sprouted the Save More for Life Campaign.

5. Since 1934, Suncoast has been there for the hardworking members of the
community, who each day strive to achieve more out of life. With trusted advice
and service that helps you keep more of your money so you can focus on what
really matters, Suncoast helps you save more for life.

6. Giving back to the community isn’t something Suncoast does
once in a while during a promotion. It’s what the credit union has
done since its founding nearly 80 years ago.
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It’s not what you’d expect from a bank, but Suncoast isn't a bank.
It's a credit union and our community is their home.