On reflecting back on the past year, many things are changing due to the rapid rate at which the world is transforming and evolving, however, what is even more evident for our organisation is that the more things change; at its core some things stay the same.
We have achieved many milestones this last year as part of the organisational transformation, with a belief in the people who care at the core of our raison d'être.
As part of the name change, we wanted to take this message to the broader market positioning ourselves as the bank that values what people do for the community. We are proud to live our values every day, evidenced with our long standing support within the education community since inception in 1972. Our founders were teachers and they are people who put others first.
To do this, we created a campaign that brings to life what we stand for in a way that resonates with our long standing loyal Members. Our purpose is what sets us apart from the multitude of competitors and the timing has been a real opportunity. Given the royal commission, we can now more easily be seen as an alternative to the big banks.
‘We value what you really make’ is the central idea and sentiment of the campaign messaging. It showcases the role that educators play within the community. The campaign consists of multiple mediums with Television being the visual medium that brings our brand to life in a meaningful way. The campaign advertising demonstrates a teacher’s contribution, through the many people’s lives that she has enhanced, touched and grown. If you haven’t seen it already, you can view it below:
This is the first of many key messages that will be communicated across multiple touch points including digital platforms. We look forward to continuing on this journey with you, with the commitment that as many things continue to change, our purpose and values never will.