News / New corporate identity launched
Kingston Unity rebrand targets better communication for membership and growth.
Kingston Unity Friendly Society (KUFS) has embarked on a major communications campaign to help consolidate membership, drive sales and support the re-expansion of one of Britain’s most historic mutuals.
The campaign has kicked off with the introduction of a modernised corporate identity that aims to position KUFS more strongly as a serious financial services operator which offers a distinctive and accessible proposition in today’s competitive investment market.
Along with strong new colourways and an updated logo that retains the society’s links with a proud past, KUFS has introduced the strapline ‘The Friendly Society: Traditional Values – Mutual Benefits’ to differentiate itself for consumers.
A new website - www.kingstonunity.co.uk - a newsletter, and a revised range of product literature – all reflecting the new livery - have also been brought in to boost communication with members, prospective members and major influencers on consumers’ financial services decision making, such as journalists.
KUFS hopes to combine organic membership growth – including targeting families of existing members (an area where it has been historically particularly strong) – with an appeal to completely new members.
The Leeds-based organisation has members throughout Britain, and runs 15 local branches – mostly in the North of England, but also with representation in Boston, Chelmsford and Stafford.
It offers a range of low cost, tax-exempt life assurance related products suitable for most people, and an increasingly popular Child Trust Fund that has already helped it double its membership in the past two years.
Founded in Kingston upon Hull in 1840, the society moved its Head Office into Leeds in the early 20th century, developing its own prestigious Head Office building in the heart of the city, and boasting a membership of some 27,000.
As with other friendly societies, numbers declined after both wars and the introduction of the National Health Service, but KUFS is the largest remaining traditional branch society that maintains its mutual status and is controlled by its members, for its members.
Roger Frier, Chief Executive, believes the movement’s – and the Society’s - time has now come again. “As a mutual insurer, friendly society and as a financial services organisation the new communications drive is an essential tool in our strategy for the future survival and growth of the Kingston Unity.” said Roger “ We are a society that really listens to its members and there is no doubt that support for these changes is strong, with a widespread feeling the time is right to step up a gear. We’re aiming to create a stronger, bigger, more unified and more modern organisation for existing and new members, while not forgetting our proud history and the values that has given us.”
KUFS Chairman Brian Kinsey, said: “ We have a successful and varied history as an organisation but times change and we need to change too. We are moving Kingston Unity forward for the benefit of the Society and all of its members.
“ There’s a fantastic spirit in the mutual community, but nevertheless the financial services field is fiercely competitive for any size of organisation. We need to actively raise our public profile in the right way, and that includes coming across more professionally.
“ We want to increase our membership, including attracting more people in younger age groups. Younger members and more members will help to consolidate and build the Society’s future position, and if this new campaign to improve our communication helps us to appeal to them, and to retain them, it will certainly have done its job.”