Know-How Exchange : Taglines/Names

Okay how about this:

"The next evolution of..." - with the ... being your new product / service focus.

Good luck...

We Have Some Extra Change For You...
There's Change In The Air...

Wish you would explain briefly what a "core conversion" is and -- this is the big issue -- what it means to your credit union members. What will they see that's different?

I looked at CU magazine, but I don't see what "core conversion" really means to CU members. Can you explain?

My hope is that your "core conversion" will be invisible to your customers, for the most part. Maybe they'll see some new forms or new ATM screens, but won't any "disruptions" be "behind the scenes"?

If that's true, then perhaps focus on continuity, not on change. Use a line like the one that The Chicago Tribune used to promote Mike Royko's move from a competing paper. They reassured Mike's readers that Royko wouldn't lose his edge when he moved from the more liberal tabloid -- The Sun-Times -- to the more conversative Trib.

Their line: "When Royko moves to the The Tribune, the only thing he'll change are his socks." And they gave away thousands of pairs of Trib socks to reinforce that message.

If that's your message -- that change WON'T make a big difference to your members -- then adopt a message like that one.

Acknowledge the change: "In the next six months, we're changing our core computer system . . . "

But then reinforce the continuity, " . . . but the only thing we'll change day-to-day is [our socks?] [our ties?] [our underwear?]."

Would that work? Or am I totally misunderstanding what a "core conversion" is?

What is a "core processing conversion" and why would your members care? What benefit will it have for them?

If it's something that has no benefit, then why even bother to let them know it's happening? If there is a benefit, then that's what you should be communicating.