American Eagle
Federal Credit Union
American Eagle FCU, the largest federal credit union in Connecticut, currently serves over 375 Select Employee Groups and their families throughout the greater Hartford area, northern Connecticut, and through a location in North Berwick, Maine. In order to compete effectively in the highly competitive Hartford market and to position the credit union for long term success, AEFCU engaged Weber Marketing Group and EHS Design to develop a retail prototype and strategic branching plan.
Through target market analysis, sites were prioritized and locations recommended to best suit AEFCU growth and delivery goals. With locations identified, AEFCU then selected affiliate Momentum with partners Weber Marketing Group and EHS Design to evaluate sites, develop specific solutions and implement their strategic vision. Momentum's team was tasked with the overall management and coordination of the program in a design/build delivery format. The retail prototype gave the design and management team the tools necessary to easily site adapt the branch business model to three new locations developed in the credit union's market area. Flagship stores will have a consistent look and feel, so that the member experience is dynamic, memorable and reusable.
Key features of the branded retail stores include a uniquely New England and uniquely American Eagle look and service style. A showcase for the wide range of AEFCU services configured in a welcoming layout designed to promote personal contact and honor the membership AEFCU serves. In short, to epitomize AEFCU's service culture, not a sales culture.
Results in the Glastonbury location are outstanding. This first rollout has yielded an ROI in less than half the time as ordinary projects for other previous branches. So much so that the concept has been fine tuned and planned for 4 additional locations to date. The use of a retail prototype has also proven highly effective in accurately applying cost savings to other potential sites as well as ensuring the credit union's core brand message and member experience remains consistent throughout the branch network.
