In early 2019, Vision Credit Union began negotiating the friendly acquisition of a Wetaskiwin branch owned by Encompass Credit Union. If successful, it would be the first Canadian credit union acquisition of its kind. Being new to the Wetaskiwin market, we needed to build awareness of Vision Credit Union to ensure the success of this venture. We launched a multi-channel, multi-phase brand campaign in April that would build brand equity while taking current Encompass members from brand awareness to conversion in a six-month acquisition phase. Vision’s acquisition of the Encompass Wetaskiwin branch was an unmitigated success. All told, 99.8 PERCENT of the Encompass members transitioned to Vision during the acquisition. To put that into perspective: 2795 of the 2799 Encompass members made the switch to bank with Vision. Our brand awareness initiative played a key role in supporting this success. We couldn’t be more pleased with these results.