NAVIGATING MERGERS, TRANSITIONing customers, AND INSTILLING VISION
Connexus was seeking to connect with new customers and pre-existing customers from a new company merger that was about to take place. This project was more than just a simple website change and an on-boarding, but it instead was a complex human challenge. The customers they were acquiring were union airline pilots who are very loyal to the companies and unions they select, because in their global lifestyle, they have to trust and rely on these services all over the world. This trust is earned. This means that new companies are also met with suspicion and distrust.
MERGING BRANDS IS DIFFICULT
Connexus was merging with Airline Pilots Association Federal Credit Union which represented mostly professional pilots. During our initial discussions and ideation, we suggested that instead of simply producing a video press release, that Connexus take the first step to build a bridge to their customers. We suggested creating a film to highlight the day to day experience of being a pilot, and how Connexus, as a bank, integrates with them. With this approach, Connexus would both show their bank features and also how those features best serve their customers needs. Through live interviews with real airline pilots, we were able to honestly and realistically canvas the challenges and successes that a pilot faces day to day. We also directed a natural integration of products and services into this video through real-life situations that their customers could relate with.
EMPATHY IS A POWERFUL ALLY
Connexus had a heart and an track record of growing their organization for the sole benefit of their customers and by doing so, they were leveraging growth to create industry-leading products and services, but they wanted to ensure that these new customer acquisitions didn't slip through the cracks. We were tasked with creating a video that encapsulated the Connexus Member Experience throughout the entire banking process.
SETTING A FOUNDATION OF TRUST
Connexus began a period of growth through mergers that created the challenge of spreading company culture with their employees, retaining their current customers and reaching out to new areas with new services. To do this, we collaborated on creating a series of videos that set a foundation that their members could see, from the company history, that the shared family values that Connexus has with their team does benefit their customers.
Our work has been used during several mergers as well as a company identity for several years and helped transition many of their clients during that time.