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PACU’s “Members Come First” Brand Wins Diamond Award

Piedmont Advantage Credit Union Wins Prestigious Diamond Award for its New Corporate Identity and Brand, and ‘Members Come First’ Philosophy

$300-million/46,000-member Piedmont Advantage Credit Union, headquartered in Winston-Salem, is a 2015 recipient of a Diamond Award, which recognizes outstanding marketing achievements in the credit union industry. The Credit Union National Association (CUNA) Marketing & Business Development Council, comprised of more than 1,200 marketing professionals nationwide, selected Piedmont Advantage as the award recipient for the ‘Brand and Corporate Identity’ category.

Piedmont Advantage CEO Judy Tharp believes an effective brand is the equivalent of an emotional corporate image and adds: “We believe branding is more than visual attributes; it’s everything we do. It’s our unique combination of communication and characteristics that support our core value of ‘Members Come First.’ This value is owned by our employees who work for our member/owners.”

The credit union’s redefined brand commenced with the design of a new member relationship model, unveiled at the opening of its Advantage Way Flagship Branch. “This service delivery model is the first of its kind in Winston-Salem, designed to enhance our ‘Members Come First’ philosophy,” explains Tharp. “Experiential in nature, the model encourages the development of deeper personal relationships with members while appealing to young professionals, families, as well as older adults. It also provides an excellent flow for staff; they’re able to educate and assist members with our many service delivery channels and ultimately become their trusted advisors.”

Members LOVE the New Experience:

Instead of traditional tellers behind a counter, everyone who enters Advantage Way is greeted by a Member Experience Advisor or MEA – who is ready to assist with any financial need. For members who prefer self-service transactions, iPads, an image-enabled deposit-taking ATM, and educational tools are part of the branch design. “The interactive touch-screen is a powerful and unique way to share the value of the credit union. It enables members to match their financial needs to the appropriate credit union solution or service,” adds Tharp.

There are also numerous other amenities. An outdoor terrace, free indoor and outdoor Wi-Fi, a TV lounge area, gourmet beverage bar, iPads and newspapers, and a kids’ iPad zone all enhance the member experience. “Most of all, members enjoy coming in to do business and building their relationship with our friendly and engaging MEAs,” reiterates Tharp.

Piedmont Advantage is proud to see its new brand recognized. “The Diamond Award competition is the most prestigious competition for excellence in marketing and business development in the credit union industry,” adds Michelle Hunter, CUNA Marketing & Business Development Council Chair, and SVP/Marketing & Development for Credit Union of Southern California. “Credit unions that receive these awards should be extremely proud of their accomplishments and know that their work represents the very best examples of creativity, innovation, relevance, and execution.”

About Piedmont Advantage Credit Union

Piedmont Advantage Credit Union is a member-owned, financial cooperative headquartered in Winston-Salem, N.C. with over $300 million in assets. The Credit Union serves 46,000 members living all across the country and around the world through its nine N.C. branch locations, internet access, and nationwide network of 5,000 Credit Union Service Center branches and 30,000 no-surcharge CO-OP ATMs. Membership is open to anyone who lives, works, worships, or attends school in the counties of Bladen, Brunswick, Columbus, Duplin, Forsyth, Guilford, Iredell, Mecklenburg, New Hanover, Pender or Rockingham, North Carolina. Credit Union membership also includes employees from more than 100 companies. For information, visit: www.pacu.com.

For more information on this news release, contact:

Belinda Wilson
Chief Development Officer
Piedmont Advantage Credit Union
336.744.8594
Bwilson2@pacu.com

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