Website updated as of April 2015.

CHALLENGE

Picatinny Credit Union is a member owned, not-for-profit, financial institution run by a Volunteer Board of Directors. Picatinny has been faithfully serving members since 1939. They started as a small credit union, with one branch location serving the employees of Picatinny Arsenal. In 2005, the Credit Union was approved for a Community Charter. The Community Charter allowed them to open membership to anyone who lives, works, worships or attends school in Morris County and their immediate family members.

Today Picatinny Credit Union is a full service financial institution with 4 Branch Offices located in Rockaway, Denville, Mt. Olive and on Base at Picatinny Arsenal. They continue to serve their founding members, employees of Picatinny Arsenal, as well as the Morris County Community. Their profits still go back to their members in the form of great rates, fewer fees, convenient services and automatic enrollment into their Relationship Rewards program. Members come first in every decision they make, and their goal is to provide their members with outstanding value and service in everything that they do.

The great thing about the Picatinny Credit Union is that it started out so small and grew based on its members. Their marketing challenges really took off when they opened to the general public of Morris County. They needed a broader message to connect with a much broader demographic. The website Picatinny had a year prior to the launch of this new site was a far cry from what they needed to tell their story and best serve their new members as well as attract new members.

ACTION

  • Our project with Picatinny began with some pretty extensive user research to learn what their members wanted and needed from a Credit Union website. The user research revealed that there was a lot of information the users wanted at their fingertips that just wasn’t there. It also revealed that the Credit Union wanted to show a lot of information in a much better way, and with much more flexibility and control.
  • Once we got all this information about what the users want, what the client wants, and what we want, we put it into a plan that allowed it all to work together. We started with sketches, lots of them. We spent a few full days workshopping with the Picatinny marketing team on prioritizing the areas of the site that need to be on the homepage, the architecture of the overall site and its content, and the functionality that needed to be built into the overall site. The take-aways from these workshops were tons more sketches and notes that we were able to use for our wire-framing and design strategies.
  • The actual design process for the Picatinny website began with some mood boards that allowed our team to really explore the colors, fonts, imagery style and textures that we wanted to use to best represent the brand on the new website. Based on client and user feedback, we knew that we wanted the site to be clean and refreshing, easy to use, and bright and positive. Mood boards presented to the Picatinny marketing team allowed us to show the best ways that we would be able to accomplish these goals.
  • The R&J development team is involved in every step of the process on new websites for any of our clients. So while the design team was picking the right colors and lining up all of the pixels, the development team was busy aligning the functional requirements and picking the right platforms to allow the client to easily manage their website. Since the Picatinny marketing team wanted to be able to build out the overall site from the theme that we were building, we had to make sure that the administrative area was as simple as possible. We chose WordPress as the right solution for their content management system. We were able to build out custom Pods for the custom types of content they would need to publish on their site.

CONCLUSION

The end result from the year of hard work was a site that met all of the Picatinny Marketing team’s objectives. It spoke to all of the demographics that were identified, allowed their internal team to easily build out the site and update the content on the fly, and most of all – the new site did a much better job of engaging current and potential members.

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