Linn County Credit Union

LINN-CO

MESSAGING FRAMEWORK

THE STORY

In 1956, eight school teachers at the local Green Acres school in Lebanon, Oregon, banded together with a focused goal. Why not help the people in their own community gain better, easier access to credit? By working together, small businesses from all over Linn County could benefit each other. Together, these teachers formed the Linn County Credit Union.

At a time when loans were not available to many, this new concept of neighbors-helping-neighbors answered the direct need of the small businesses within Linn County. The newlyformed Linn County Credit Union provided a way for small employee groups to bank together, and unsurprisingly, it was a huge success.

By 1997, Linn County Community Credit Union’s impact on the local economy was indisputable. Most local businesses had ties to the credit union, whether through cash flow funding or brick and mortar investment. In recognition of LCCCU’s positive impact, Carol Cromwell and Karen Vorderstrasse applied for a community charter that would allow the credit union to serve the entire community. Today, Linn-Co Federal Credit Union has offices throughout Linn County in the towns of Albany, Lebanon and Sweet Home. Linn-Co is poised to offer it’s brand of friendly, down-to-earth service to a wider region and lend a hand to people and businesses in need of a second chance.

OUR INNOVATORS

PROFILE

WHO THEY ARE

Like the founders of Linn Co Credit Union, our innovators are a small group of dedicated community members that recognized the power of working together to create opportunity in their hometowns through money lending. These like-minded individuals take chances on one another, and they appreciate and support our efforts to give second chances to individuals and businesses in their communities. These Innovators believe in the power of the collective, and work exclusively with their hometown lenders to benefit the local economy.

They are local. They are born and raised in Linn County and are proud supporters of their local businesses. They live and work in the community, and have a certain pride of ownership over all things Linn County.

WHAT THEY CARE ABOUT

• They want to trust that their money is safe with Linn Co.

• They want to believe that Linn Co. will be fair and competitive on rates.

• They want their investment with Linn Co to benefit their local economy.

• They believe that investing close to home is a benefit for everyone.

• They are loyal customers because when no one else would help, Linn Co believed in them.

WHO WE EXIST FOR

THE SEEKERS

PROFILE

WHO THEY ARE

These customers come to Linn Co at a crossroads in their lives. Triggered by a major life event —such as marriage, divorce, parenthood, or a home purchase—they feel their larger banking institution has failed them in a significant way. They look to Linn Co. to see if the promises are really true. Can a local community bank support the most important decisions these customers will make for their own futures?

They know how the system works, and they want better. They believe that they should be treated better than they have been at other institutions, and come with this expectation in hand. They will shop Linn Co aggressively to find out whether or not we are willing and able to provide for their financial needs.

WHAT THEY CARE ABOUT

• Timeliness

• Truthfulness

• Hand-holding

• Personal service

• Future prosperity

EARLY MAJORITY

PROFILE

WHO THEY ARE

These customers have matriculated into the Linn Co family by way of a third party. They are CUDL Members, as well as depositors of another bank or credit union. They had no formative purpose in becoming a Linn Co. member, but rather found themselves part of the family through indirect means.

These customers are still learning about Linn Co.’s value propositions. They aren’t particularly looking for faults, but when they experience something that does not fall into line with their expectations of a lending institution, they will create a stir.

WHAT THEY CARE ABOUT

• They need to be heard

• Parity with the larger institutions

• The bottom line (theirs)

• Details

• Professionalism

HOW THE WORLD WILL CHANGE BECAUSE OF US

THE STANCE WE TAKE IN THE CROWD

We believe that people are the key to financial freedom.

We envision a world where you control your finances, and not the other way around. We believe that owning your own financial identity is key to becoming your best—at home, in the community, and at work. We don’t conform to the limiting standards of most financial institutions. Instead, we believe in the person behind the business, and the family behind the home loan. We believe in looking outside the bullet points and ratios to invest in people. We are a financial institution redefining the rules of lending.

We’re strengthening our community and our local economy by investing in people.

Have a dream? Have a debt? We can help you with both. We want our members to feel confident in our ability to help them—to not only understand their finances, but create pathways to financial freedom through education and mentorship. We believe our members can achieve strong financial futures no matter what their credit score is, or has been. We believe that people make the difference every time.

WHY WHAT WE DO MATTERS

We exist to help the little guy.

Because little guys can have big dreams, too. And sometimes all it takes is a second look or a second chance to make a little guy big. At Linn Co, we see people as people, not numbers. We consider the story behind the credit score and advocate for the financially abandoned. Have a dream? Let’s do this thing together. We’re out to humanize lending, one person at a time.

THE ELEVATOR PITCH

We invest in people, not credit scores.

Have a dream? Have a debt? We can help with both. Linn Co Credit Union was built on the premise of people-helpingpeople achieve robust financial identities, and that’s exactly what we do. We humanize lending, one person at a time.

VALUE PROPOSITION

OUR VALUE PROPOSITION CANVAS

The goal of the Value Proposition Canvas is to aid in the design and definition of great value propositions that match the need of our audience segments and their respective jobs-to-be-done and helps them solve their problems. This is what the start-up scene calls productmarket fit or problem-solution fit. The Value Proposition Canvas helps us work towards this fit in a more systematic way.*

*Source: Strategyzer.com

FOR OUR INNOVATORS

WHAT THEY WANT

• They want to trust that their money is safe with Linn Co.

• They want to believe that Linn Co. will be fair and competitive on rates.

• They want their investment with Linn Co to benefit their local economy.

• They believe that investing close to home is a benefit for everyone.

• They are loyal to Linn Co because they were helped when no one else would—and expect the same level of loyalty in return.

THE PRODUCT & SERVICES THAT HELP

• Fair and competitive rates

• Credit Counsel

• Education

• Mobile Services

• Cards

• Community involvement

• Community businesses reaping rewards

THE PAINS THEY ENCOUNTER

• They are trying to pay down debt and achieve better credit scores.

• They have busy schedules and finding time to bank can be overwhelming.

• They want financial safety, but the little things in life often get in the way.

• They want the ability to make purchases without cash.

• They want to save for the future.

• They desire personal relationship and understanding.

HOW WE RELIEVE THEIR PAIN

• We offer free credit counseling and money management education.

• We offer 24/7 availability to their account information.

• We offer automated transactions.

• We provide education in budgeting.

• We are involved in the community on a personal level.

HOW WE DELIVER MORE VALUE

• We have a mobile app and offer mobile wallet.

• We offer local assistance with helpful educated staff.

• Our customers earn income on savings.

• We offer lower interest rates.

• We walk our members through any transaction issue step-by-step.

HOW OUR INNOVATORS BENEFIT

• Our members feel in control of their finances.

• Our members feel a sense of belonging. We know their names and their particular challenges and are dedicated to helping them overcome these challenges.

• Our members are earning money when they invest with us.

• Our members pay lower interest rates.

• Our members can rely on us to answer any financial questions.

WHAT THEY WANT

• They value timeliness—in transactions and correspondence.

• They demand truthfulness— making sure that what’s been promised is followed through upon.

• They want Hand-holding throughout their financial decision-making.

• They demand personal service. Linn Co. should know their name and treat them like family.

• They desire future prosperity, and are looking to Linn Co for guidance.

THE PRODUCT & SERVICES THAT HELP

• Share Drafts

• Mobile Services

• Loan Products

• Online Services

• Cards (Debit, Credit, ATM)

• Education

• Credit Counseling

THE PAINS THEY ENCOUNTER

• Demands on their time make it difficult to concentrate on banking.

• Strained financial resources.

• Stress.

• Complexity of Information.

• Making ends meet.

• Making the correct financial decision for the benefit of their families and future.

HOW WE RELIEVE THEIR PAIN

• We offer mobile banking and 24/7 access to their account information.

• We offer credit counseling and budget education.

• We provide a listening ear and are willing to hear their stories.

• We provide detailed answers to our customers financial questions.

• We we help them set up automated transactions for monthly bills.

• We will empower them with financial knowledge so that they feel confident in the decisions they are making.

HOW WE DELIVER MORE VALUE

• We listen. Carefully.

• We advance their financial knowledge.

• We offer the same financial vehicles that larger banks offer.

• We welcome them into our community and create a sense of belonging.

• We help them avoid fees.

• We communicate complicated ideas with clarity and accuracy.

HOW THE SEEKERS BENEFIT

• They feel heard. Understood.

• They feel empowered to make wise financial decisions.

• They achieve financial integrity.

• They become part of a larger community of individuals and businesses working together for the common good.

• They experience less stress over their finances and worry less.

• They are able to bank confidently online.

• They have more time for the things that they care about.

WHAT THEY WANT

• They demand parity with the larger institutions—in rates, returns, and offerings.

• These customers are namely concerned with their own financial futures. They want to avoid shame at all costs.

• They demand the details and read the fine print.

• They demand a corporate brand of professionalism from Linn Co because they are holding Linn Co to the same standards of professionalism they expect from larger, lesspersonal institutions.

• They want to purchase large items like cars, houses, or recreational vehicles.

THE PRODUCT & SERVICES THAT HELP

• Our Linn Co banking staff takes customer service seriously, and trains accordingly.

• Linn Co offers the same competitive rates and financial packages available through larger institutions.

• Linn Co stands behind our financial instruments and is happy to provide the fine print—as well as face-to-face explanations of all expectations and investments.

• Linn Co treats every customer with the same level of care and respect, regardless of the amount in their bank account or credit score.

• Mobile Services

• Online Services

• Loan Products

• Share Drafts

THE PAINS THEY ENCOUNTER

• They have worked with larger institutions in the past and expect to be surprised by unexpected fees. This is stressful.

• They are overwhelmed by the demands put upon their time.

• Their financial resources are strained at every end.

• They are deeply embarrassed by overdrafts.

• They feel overwhelmed by the sheer number of decisions they must make regarding their financial futures.

• They are struggling to balance the varied financial vehicles in their portfolio.

• They are afraid of failing— and might be—at their small business.

HOW WE RELIEVE THEIR PAIN

• We provide step-bystep support for every transaction.

• We explain all fees and offer free money management counseling and education with clarity and accuracy.

• We truly care about our customers.

• We advance their knowledge.

• We provide automated banking.

• We educate our customers in all the different ways they can manage their money through LCCU.

• We can help them plan for their retirement.

• We will help them manage their money and credit.

• We have convenient debit/ credit cards.

• Our system provides easy access to online accounting.

HOW WE DELIVER MORE VALUE

• We provide 24/7 account access.

• We have a mobile app and wallet service.

• We are convenient to work with—whether in person or online.

• We provide automatic profile recall for ACH loan payments.

• Our loan decisions are driven by the whole personal story, not just the numbers.

• We are involved in the community through events like Ales & Assets.

• Our staff is well educated in all banking procedures.

• We offer credit counseling.

• We offer competitive low rates.

• We help our customers refinance their debts in order to obtain better interest rates.

HOW EARLY MAJORITY BENEFIT

• They are able to get up-tothe-minute reports on their finances.

• They have ultimate flexibility in their spending.

• They can ask us any question in person, and we have the staff and resources to answer them with complete and accurate information.

• They are able to pay bills online and utilize recurring payments for ease in scheduling.

• They experience relief at our loan approval process.

• They worry less about their finances.

• They see us as a positive part of the community and not something to be feared or avoided.

• They have fresh inspiration.

• They can move forward in their financial futures with confidence.

• They can afford to do/ buy/experience what is important to them.

WHO WE ARE

THE CHARACTER ARCHETYPE

To give us a deeper understanding of how our brand is relevant to our audiences, we mine archetypes found in literature, psychology and story. By identifying the archetypes that reflect us, we can better understand the role our brand plays in the life and customer journey of our audience segments.

An archetype is a character-type that recurs in different times and places so frequently or prominently as to suggest that it embodies some essential element of ‘universal’ human experience.

(Adapted from The Concise Oxford Dictionary of Literary Terms) “An archetype is a universally familiar character that transcends time, place, gender, and age. It represents an eternal truth.”

Jon Howard-Spink, Planning Director at Mustoe Merriman Levy

LINN-CO IS A CITIZEN

The Citizen is driven by a deeply instilled sense of personal integrity, fairness, equity and responsibility to the community. This archetype’s identity is shaped by the experience of being a peer rather than a subject or ruler. The Citizen believes in and works to manifest values that are higher than profit or individual gain. Meaning is found in the personal sense of alignment between beliefs and action. Seeing the value in the collective, the Citizen trusts in the inherent good of human beings to contribute positively to society.

CITIZEN

LINN-CO

The Citizen is willing to put others ahead of self. They see themselves as a peer, rather than a ruler or superior.

We come alongside the people of our community to serve their needs as a fair and impartial ally.

The Citizen is a conscious change agent who believes that sacrifice and innovation can practically tackle today’s realities.

We believe that the decision to lend shouldn’t be determined by a hard line. Rather, we value context and story, and take them both into account.

The Citizen finds meaning in the personal sense of alignment between belief and action.

We believe that to truly serve the communities that we operate in, we must be willing to make sacrifices that others will not.

The Citizen believes that humanity is one people, and depends on positive action done fo the sake of all.

The Citizen is driven by equity, altruism, and an unwavering responsibility to the global community.

We are accountable to the communities we serve. We extend opportunity and hope to these people when both seem out of reach. We say ‘yes’ when others say ‘no’ and believe in granting second chances to those that others have denied.

Examples: Sigmund Freud, Van Jones (Green For All and Rebuild the Dream), NASA and Mission Markets (impact investing)

LINN-CO IS A MENTOR

The Mentor is a teacher in whom trust can be placed. With a great curiosity about what makes people tick, gratifationis found by supporting others’ empowerment. Becoming a partner toward the realization of higher order goals, the Mentor is motivated by the desire to be a rising tide that lifts all boats and to share wisdom for the benefit of all.

MENTOR

LINN-CO

A Mentor is a teacher and trainer - one who supports learning in order to prepare others to meet life’s challenges.

We go beyond transacting with our borrowers. We teach them how to build credit so that they can build the life they desire.

A Mentor is someone in whom trust can be placed without reservation.

We are trusted by the people in our communities to prioritize their interests above everything else.

A Mentor finds gratification in supporting others toward empowerment and the realization of a higher goal.

Our success is not defined by how much we accomplish but by how much we help others accomplish.

A Mentor is committed to being a long-term advisor, supporter and partner through multiple engagements.

Our investment into our communities is for the long-haul. We provide opportunities and hope for generations.

A Mentor is motivated by the desire to share wisdom for the benefit of all.

We recognize that we have a responsibility to our communities— not only to serve them but to share with them what we know.

Examples: Lassie, Thelma & Louise, Anne Sullivan, Guide Dogs of America, Kiva.org, Zagat

LINN-CO IS A HEALER

The Healer is essentially a conduit toward wholeness. Acting as a catalyst in which nature is the ultimate healer, this archetype does not do the healing but creates the conditions, beliefs and structure for healing to happen.

Sensitive and empathic to people’s emotions, the Healer has an intuitive and learned capacity for transforming pain into restoration. The Healer possesses a powerful vision of ease and health,and it focuses on the positive, the complete and the well aspects of the world.

HEALER

LINN-CO

The Healer does not do the healing but creates the conditions, belief, and structure for healing to happen.

We lend to those with colorful credit. We are committed to helping them create a strong financial identity.

The Healer is sensitive and empathetic, possesses an inutile and learned capacity to transform pain into healing.

We’ve seen people in some tough situations, and we helped them find a way through.

The Healer focuses on the positive—the complete and well aspects of the world.

We believe that our customers are more than a credit score. They are people with stories. Each of their stories matter.

The Healer is often seen by others as a beacon of hope.

We take chances on those that other institutions would not.

The Healer is naturally patient in complicated situations, deep conviction drives this archetype to heal conflict.

We believe that typical institutional banks often make inhuman decisions regarding credit. We value context. We will listen to every story and take everything into account when we make credit decisions.

Examples: Ram Dass, Ray Anderson (Interface), Morgan Freeman in Driving Miss Daisy, Dobby (Harry Potter series)

YOU ARE YOU ARE NOT

WHAT THIS MEANS

There is a lot of fear surrounding the financial industry. People’s entire futures depend on how they utilize their paychecks and plan for retirement. Even the day-to-day grind of paying bills can feel overwhelming when schedules are busy and budgets are tight. We approach our work from a humanitarian approach. We care about people, acknowledge the fear surrounding this industry, and bring clarity into every situation. To us, it’s about the success of our members—period.

WHY IT MATTERS

By approaching the banking industry with a people-first, numbers-second mentality, we are able to connect with our members in new, foundational ways. Our members trust us. They know us. And they believe that we will work with them to create a positive financial future.

YOU ARE YOU ARE NOT

WHAT THIS MEANS

We know who we are. We are the people. We are the community that built us—the farmers, teachers, general store owners, Realtors, and families all across Linn County who believe that where they live and do business matters. We will build a strong community through our dedication to our patrons.

WHY IT MATTERS

Come as you are. We don’t need the three-piece suit. We believe that you are more than a pair of shiny shoes and a credit score. Our customers can count on us to be real with them about their money—so all of us, in turn—can benefit from our collective sound financial decisions.

Approachable Aggressive

WHAT THIS MEANS

So many times people are afraid to ask questions about their money because they see the banking industry as overly complicated and untrustworthy. It is our goal to make money management approachable and bring understanding to each one of our customers. They deserve to be given the necessary tools to move forward into financial security.

WHY IT MATTERS

We care about our customers and their financial futures! We want everyone to feel comfortable to ask us as many questions as needed to understand their financial landscape. We believe that with knowledge comes empowerment. As we remain calm, collected, and easy to talk to—our customers will feel at ease and be able to better accept and understand complicated information.

WHAT THIS MEANS

Attitude is everything. When people walk into Linn Co we want them to feel at ease. We will greet them with a smile and a good word. We will encourage them, no matter what state they arrive in, so that when they leave they might just be able to take a little more joy and confidence out into their day. Finances are stressful. We put the smile in the transaction.

WHY IT MATTERS

Our customers are looking to get the most out of life. They want better credit, financial security, and maybe a new car or recreational vehicle. They want to earn income on savings, plan for their retirement, and still have time to make memories with their loved ones. Linn Co understands the complexity that comes along with all of these interwoven goals. Our job is to simplify the overwrought and do it with a smile.

INTERNAL ELEMENTS

VISION

We are focused on making banking personal again. Linn Co believes in people. We believe in life stories, dreams, and small business. We believe that by working together we can achieve our greatest and highest! By listening to our customers and making decisions about lending based on the whole person and the entirety of the situation, our bank is a vibrant, varied, and trustworthy place to do business. Your business.

CHARACTER

We are a Citizen for the Innovator.

We are a Mentor for the Early Adopers. We are a Healer for the Early Majority.

EXTERNAL ELEMENTS

POSITION

Linn Co is strengthening our community and its financial economy by investing in people.

OUR STORY

Have a dream? Have a debt? We can help with both. Linn Co Credit Union was built on the premise of people-helping-people achieve robust financial identities, and that’s exactly what we do. We humanize lending, one person at a time.

AUDIENCE SEGMENTS

Our innovators

PERSONALITY

We are Fun, never Ordinary. We are Secure, not formal.

We are Approachable instead of Aggressive. We are Vibrant, not Complex.

Have a dream? Have a debt? We can help you with both. We provide our members pathways to financial freedom through education and mentorship. We believe our members can achieve strong financial futures no matter what their credit score is, or has been. We believe that people make the difference every time.

Our innovators

• We have a mobile app and offer mobile wallet allowing our members access to their finances at all times.

• We offer local assistance with helpful educated staff so that our members feel in control of their finances.

• Our customers earn income on savings.

• We offer lower interest rates.

• We walk our members through any transaction issue step-by-step.

• Our members feel a sense of belonging. We know their names and their particular challenges and are dedicated to helping them overcome these challenges.

• Our members pay lower interest rates.

The seekers Early majority

• Our members can rely on us to answer any financial questions.

The seekers

• We listen to our members. In return, they feel heard and understood.

• We advance our members financial knowledge, allowing them to make wise financial decisions.

• We communicate complicated ideas with clarity and accuracy.

• Our members achieve financial integrity.

• We offer our members the ability to become part of a larger community of individuals and businesses working together for common good.

• Our members experience less stress over their finances and worry less because they know that we have their back.

• Our members are able to bank confidently online.

• As a result of working with Linn Co, our members have more time for the things that they care about.

Early majority

• We provide 24/7 account access so that our members are able to gain up to the minute reports on their finances.

• We have a mobile app and wallet service to provide ultimate flexibility in spending.

• We are convenient to work with—whether in person or online.

• Our loan decisions are driven by the whole personal story, not just the numbers. As a result, our members feel a sense of relief. They are heard.

• We are involved in the community through events like Ales & Assets; we are a positive part of the community, not to be feared, or avoided.

• Our staff is well educated in all banking procedures.

• We offer credit counseling to give our members a sense of fresh inspiration and hope.

• We offer competitive low rates.

• We help our customers refinance their debts in order to obtain better interest rates so that they can move forward into their financial futures with confidence.