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Themed Branches to Target Millennials


Credit unions NEED Millennials. But, Millennials don’t trust or really care about banking. And, as credit unions, our best advantage is our tie to their community.

It’s also true that, while some may be bigger or cleaner or more “modern”, in the end, a credit union or bank branch is just a branch.

So, if you need Millennials, feel you have a bland brand, believe that you are truly vital to your community, are tired of looking and acting like every other darn credit union and bank in your market, and you have the guts … here’s an idea.

Themed Branches!

There are themed hotels and restaurants, but I’m not aware of any themed financial branches.

What if…

  • A credit union in Cleveland, near the Rock-n-Roll Hall of Fame, decorated in rock memorabilia, played rock music and let their staff dress in jeans and leather jackets? What if they celebrated the anniversaries of great achievements in Rock? And had a small stage set up where people could take selfies as rock stars. (Imagine how this could be tweaked for Nashville or the Hollywood Walk of Fame)
  • A military credit union decorated their branches to look like an armed forces museum with plane parts and models and posters detailing key military battles? What if the staff wore flight suits? Or had a mock-cockpit where people could post selfies as a fighter pilot.
  • My town of Xenia, Ohio claims to be the “Bicycle Capital of the Midwest.” What if a credit union here decorated in bikes and provided maps online of the local bike paths? What if they invested in a new bike path being built or improved? What if people could take a selfie on one of those pre-1900s bikes with the giant front tire – would they post it? (But, no dressing the staff in bike shorts! Sorry, but that’s just weird! Logoed bike jerseys are perfectly OK, however.)

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