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Chrome for Young Adults: Franchise Branching for Membership Growth

Overview

Gen Y is a key market segment for credit unions to reach in this recession. Its members still need loans and, compared with older Americans, fewer are deleveraging. This brief explores a retail delivery concept that uses modern branching to attract this elusive segment.

Chrome is a credit union retail delivery concept that has been percolating at the Filene Research Institute for several years. It first surfaced as an i3 concept in 2005. As interest in attracting young adults to credit unions continues to grow, the early concept passed to CU Tomorrow for more in-depth treatment.

Chrome is the young adult version of a potential multipart branding system. The larger vision is to approach the financial services space in the same way a carmaker approaches auto buyers or a clothing retailer approaches mall shoppers: segmenting.

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