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When the Orange County Teachers Federal Credit Union (OCTFCU) decided on a name change to SchoolsFirst Federal Credit Union, they called Idea Hall to the front of the class to develop a creative way to reinforce the new brand.

We began by reinforcing the existing cornerstone principles of the SchoolsFirst brand - commitment to service, its members, and the community - throughout all external communications. Then we had a little fun with the rollout of the brand, and launched Orange County's first-ever "Extreme Classroom Makeover" contest.

The response was overwhelming  as students from across the county nominated their school to receive a classroom overhaul. Celebrity designer Edwardo Xol from ABC’s “Extreme Makeover: Home Edition” conducted the unveiling ceremony, and the winning school was announced to an audience of screaming kids.  SchoolsFirst was thrilled with the amount of broadcast and print media coverage featuring the new brand.

The success of the promotion exceeded everyone’s expectation, and throughout the campaign we successfully reinforced SchoolsFirst’s unwavering commitment to its mission and its members.