Inland Empire Trades Credit Union wanted to grow its membership, but didn’t know how. CEO Demaris Krummel turned to JayRay because of its extensive knowledge of credit unions and ability to provide a variety of services—from brand research to advertising to media relations.

JayRay’s analysis showed that the name, Inland Empire Trades Credit Union, was an obstacle to growth. In fact, their tagline—"Your Union Credit Union"—was used more frequently than the name. JayRay proposed making the tagline the brand name. That seems obvious in retrospect, but hadn’t occurred to anybody until JayRay came on board.

The name change sends the message that The Union Credit Union is for all union members and their families, plus the unions themselves and union employers. The inclusive new name is more powerful and versatile.

JayRay launched the new brand with a teaser union pride campaign that showed only the new tagline, "It Just Works for Me." The Union Credit Union logo was added at a public unveiling / news conference covered by television stations and newspapers.

JayRay also set up union convention show booths, redesigned the Web site, assisted with special events and created "switch kits" that make it easier for union members to move their money over to The Union Credit Union from their current banks.

In 1999, the credit union set a goal to become a $10 million financial institution. In 2007 The Union Credit Union had $7 million in assets. Within one year, assets grew more than 50 percent with JayRay’s help.