Teachers Mutual Bank has launched a new brand promise of ‘where good meets money’ in a move to provide ‘contemporary relevance’.
Mutual lender Teachers Mutual Bank has launched a new brand campaign reaffirming its purpose as a member-owned bank for Australia’s teaching community and unveiling a new brand promise: ‘Where good meets money’.
The campaign, which comes off the back of a strategic review of the bank’s brand positioning and identity, was delivered in partnership with PUSH Collective (brand strategy and identity), VML (creative and production), and Windsorborn (performance marketing).
It will roll out across digital billboards, podcast audio, street furniture, and bus advertising across NSW and Victoria.
According to the bank, the new campaign and brand promise aim to bring ‘contemporary relevance’ to the bank, which has supported teachers for 60 years.
The banking group’s head of brand and marketing, Anita Ayres, said: “This campaign responds to a clear strategic imperative – strengthening brand awareness and ensuring Teachers Mutual Bank remains relevant to the next generation of educators, while staying true to the purpose that has defined the bank for decades.”
She flagged that the member-owned lending institution reinvests its profits to “offer fairer rates, better service and to fund programs that strengthen the education community” in what she billed “a virtuous cycle”.
“Early mornings, late nights, endless marking, patience and sacrifice – teachers work hard. Every dollar they earn comes from an inherent dedication to supporting students and strengthening communities. That’s why teachers’ money is more than just money. It’s good money – and we’re committed to keeping it that way,” Ayres said.
The launch comes in a milestone year for the bank as it celebrates its 60th anniversary and prepares for a proposed merger with Australian Mutual Bank.
The group – which is one of four retail banking brands operated by Teachers Mutual Bank Limited (alongside Firefighters Mutual Bank, Health Professionals Bank, and UniBank) – is one of Australia’s largest mutual banks with more than 220,000 members and $11.5 billion in total assets across its four brands.
Its proposed merger with Australian Mutual Bank would see it grow its customer base to over 300,000 and have combined assets of $13.4 billion.
A member vote on the merger is expected to take place later this year.
[Related: Teachers Mutual posts bumper profits, home lending stable]
