Nurun Sets the Stage for CredAbility Brand Launch.
Global interactive agency served as brand strategy experts during rebrand
of CCCS of Greater Atlanta as CredAbility.
Atlanta, June 16, 2010 – Nurun, a global interactive marketing agency, today announced its successful partnership with CredAbility (www.CredAbility.org). After 46 years as Consumer Credit Counseling Service (CCCS) of Greater Atlanta, the organization recently changed its name to CredAbility in order to better reflect its national presence and leadership in nonprofit credit counseling and education. Nurun worked with the organization since January on its overall brand strategy; the design and development of its new website at www.CredAbility.org; online advertising initiatives; search engine marketing efforts; and in-depth analytics.
Nurun’s brand strategy initiatives included :
Part of Nurun’s brand strategy was to help CredAbility personalize the online experience, which is the primary channel of interaction with its clients and stakeholders. To accomplish this, Nurun recommended a brand experience that showcased the faces of CredAbility’s counselors and other employees on the pages of its website, Nurun coordinated photography of more than 40 employees across four states, giving each photo the signature watercolor effect, and placing them – often in rotation – on nearly every page of www.CredAbility.org.
“The CredAbility project definitely represented a unique challenge for us,” said Bill Lawrence, vice president and managing director of Nurun’s Atlanta office. “It was an opportunity to create a brand strategy for one of the nation’s largest nonprofit credit counseling and education organizations where virtually all brand experiences begin today – online. Our teams worked side by side with the CredAbility teams to make sure our recommendations could really thrive in any media – whether it was employee communications, digital, print, or voice.”
In addition to the brand strategy, Nurun was also responsible for the technical specifications and creative development of the new CredAbility.org website, which encompasses the public CredAbility site; the authenticated “My Account” client resource site; and CredAbilityU – the agency’s online financial education forum. The new bilingual site (English and Spanish) allows for seamless interaction among all three sites and enables the counseling process to be much richer and more convenient for CredAbility clients.
“Nurun immersed itself into CredAbility’s organization to understand the needs of its clients, who are people in financial distress,” said Lawrence. “We wanted to help CredAbility create the right online client experience – one that is compassionate, respectful, and highly effective – reflecting the caring way that they interact with their clients in other channels. The new site provides a new level of digital access and makes it easier for consumers to find solutions to their financial problems.”
According to Mike Siegel, chief communications officer for CredAbility, digital strategies were the cornerstone of the rebranding initiative. “When our organization began this process, we really did so with a blank slate,” said Siegel. “We needed the right digital partner that could help us not only create a strategy behind our new brand, but also deliver the technology solution that would take our interactive marketing efforts to a new level – one that would satisfy the unique and changing needs of the clients we serve, while helping us stand out in a very cluttered and confusing service sector. Nurun was able to do all of that, while always keeping our clients at the forefront of the strategy.”
“Particularly unique about this project was that Nurun not only interfaced with CredAbilty’s internal technical team, but they also integrated their efforts with those of two other technology vendors who were concurrently upgrading other components of our systems. The partnership, dedication, and collaboration that Nurun brought to the table were invaluable,” added Siegel.
Nurun is continuing to work with CredAbility on search engine marketing efforts; display advertising initiatives; brand equity measurement, and site analytics and reporting.
ABOUT NURUN
Nurun Inc., a subsidiary of Quebecor Media Inc., is a global company, which strategizes, executes and measures interactive programs that use technologies. From building awareness to acquiring and retaining customers, Nurun’s solutions provide exceptional user experiences that enable e-commerce transactions while leveraging the lifetime value of client relationships. Since it was founded in 1995, Nurun has worked with a wide variety of companies and organizations including: L’Oréal, Groupe Danone, AT&T, Louis Vuitton, Thales, Home Depot, Pleasant Holidays, Renault, Europcar, Microsoft (MSN), Equifax, Telecom Italia and the government of Quebec. Nurun’s centers of expertise employ more than 800 professionals in Canada, the United States, Europe and China. For more information, please visit www.nurun.com.
À PROPOS DE CREDABILITY
CredAbility is one of the leading nonprofit credit counseling and education agencies in the United States, serving clients in all 50 states plus Guam, Puerto Rico and the U.S. Virgin Islands, in both English and Spanish. In addition to providing counseling via telephone and Internet, CredAbility operates 28 offices across the Southeast, including 25 offices where people can receive in-person counseling. CredAbility is a family of Consumer Credit Counseling Service agencies that include CCCS of Greater Atlanta, CCCS of Central Florida and the Florida Gulf Coast, CCCS of Palm Beach County and the Treasure Coast, CCCS of East Tennessee and CCCS of Jackson (Mississippi). CredAbility is accredited by the Council on Accreditation and is a member of the Better Business Bureau and the National Foundation for Credit Counseling (NFCC). Governed by a community-based board of directors, CredAbility is funded by creditors, clients, contributors and grants from foundations, businesses and government agencies. CredAbility provides 24/7 service by phone at 800.251.2227 and online at www.CredAbility.org.