Kickstand refines brand strategy for digital comms specialist

Kickstand was working with a specialist provider of digital communication solutions for community financial institutions (CFIs), to enhance its visibility and recognition amongst credit unions and community banks. To craft more impactful communication strategies, the client needed clarity on several key areas:

1. Brand awareness and recognition among credit unions and community banks
2. Audience understanding and resonance of specific product/service messaging
3. Perceptions of the brand’s strengths and positioning relative to competitors
4. Insights into the communication themes that most strongly reflect the brand’s core value proposition

A study was launched by Pureprofile to collecting insights from professionals employed at credit unions and community banks across the US, providing actionable data that Kickstand could use to shape their strategic recommendations.

Connecting with specialist roles across banking - Pureprofile's project management teams leveraged advanced profiling to identify professionals in roles across senior leadership, operations, and customer-facing teams

Ensuring data integrity from survey to delivery - The survey was launched in line with ethical and compliance standards, ensuring all responses were from verified professionals in the target segment

Providing trusted data to guide decision-making - Rigorous quality control measures were applied before delivery, ensuring the data was complete, actionable, and ready to support the client’s strategic direction

By analysing audience perceptions, associations, and message testing, the client shaped a more defined direction for its positioning and communications. Using the findings, the client was able to:

1. Tailor marketing campaigns to highlight the capabilities and themes most important to their audience
2. Identify product and service offering strengths to enhance their position as a trusted provider to community financial institutions
3. Elevate brand awareness and engagement among credit unions and community banks