New look for First Citizens Federal Credit Union

Published on Sunday, April 05, 2009

To all of the First Citizens' Community,

As you know, we at First Citizens' enjoy what we do for our community and intend to become an increasingly important part of your daily financial life. An essential part of what a vibrant financial institution represents is embodied in the many materials that it uses to communicate with its customers.

We communicate at many levels with our customers and would like to do even better. Institutions, like people, feel better when they are "dressed" for the occasion. So consistent with the goal of modernizing our image to better reflect what we do and to make that interaction even better for you, our customer, I am announcing that we are going to be having a new look and brand image moving forward. Image, marketing and messaging are interwoven in complicated ways so we are changing our "look" in order to make a very declarative statement to our market, that we are a viable, fresh and open financial service organization that is looking forward to doing business with you, and not bemoaning the past.

As many of you know, our old "colors" have been around for some 70 years, so it is more than time for a change. We are working to make the First Citizens' Image, and our facilities, sleeker and more appealing to a broader range of customers. The old maroon signs and script simply did not seem to reflect how we have grown and prospered in Southeastern Massachusetts and on the Cape. Indeed, many of our customers have told us that there seemed to be a "disconnect" between our image and the modern reality of the Credit Union that they had come to appreciate. We are confident that our new look and messaging format will serve as a better reflection on the innovative approach that First Citizens' has taken in recent years, and serve to introduce these benefits to many more future customers.

Yes, we are very aware that looks alone will only get you in the door and that we have to deliver to keep you here. So, be assured that our new imaging campaign, colors and logo, etc. is not a hollow, sales, come on, but rather the beginning of new approach to communicating with our customers. We believe that many major financial institutions have taken you for granted, perhaps even taken advantage of you. In our past communications to you, I believe we have delivered a kind of frank approach to messaging that many customers have said they find refreshing and honest. We agree, and are institutionalizing this approach to our customers through our new marketing line called "Think First".

The mantra to "Think First" pervades everything we do at First Citizens' and has long served this institution well in carrying out our mission to serve the financial needs of our customers in the most advantageous and safest way possible. We always "Think First" about our customers when it comes to financial matters, and with the current economic conditions, this approach has never been more appropriate and needed. Similarly, we would encourage our customers consider "First" Citizens' as your "First" choice in choosing a financial institution. More importantly though, we want you to "Think First" before committing your valuable, personal financial resources in any financial venture, and we will have much to say regarding this as our "Think First" campaign moves forward.

We are proud to be a local community based financial institution operating successfully and in stark contrast to so many others on a national and regional basis. I am confident that we will continue to build upon our rich history of over 70 years serving the people and businesses of the South Coast, Cape & Islands. So as we embark on the next 70 years you will see a cleaner more relevant and up to date look with an innovative messaging program based upon prudent, cost-effective financial choices.

The colors and images that have long identified us may be changing, but rest assured the same great staff that has been serving you for all these years will continue to do so with pride and respect. Our products and services will continue to be based on your needs and demands and we will continue to appreciate the opportunity to be your financial institution of choice.

We will begin using our new image in our branches, online and in advertising and promotional efforts beginning April 13th. We are planning for the process to roll out over the next several months. So keep an eye out for these exciting changes, and always "Think First".

On April 13th, take a moment out of your busy day and stop by your local branch, say hi to the staff, and join us for some light refreshments. Check out our new look and let us know how we can "Think First" about your financial needs. If you cannot make it to one of our locations, look for these changes on our website, or be on alert for an e-mail with our new look.


Peter J. Muise,

President & CEO