Oregon Employees FCU is now Heritage Grove Federal Credit Union

When Oregon Employees Federal Credit Union launched in 1964, the mission was to serve state employees in Salem, Ore. Fast forward to 2013 and the credit union has grown from $40,000 in assets to nearly $100 million. The original field of membership expanded in 2004 to people who live, work, worship, or attend school in Marion, Polk, or Yamhill counties, and today 8,628 people are members.

Time for a name and branding update. The credit union staff worked with marketers Raoust+Partners to find a fit. Heritage Grove FCU floated to the top.

“We believe the word ‘heritage’ connects us with the heritage of the early pioneers who settled in Mid-Valley, the heritage of the city of Salem becoming the capitol of Oregon, and our own local heritage with state employees,” says Jim Mau, president/CEO of Heritage Grove FCU. “The word ‘grove’ signifies a group working together, as well as a place to gather and prosper. Together, the term Heritage Grove connotes a warm and inviting community spirit, kinship and growth, in addition to portraying a fortified area that offers safety and security.”

The credit union’s new positioning line is, “Stand Tall” reflecting deep community roots and their ability to “rise above all obstacles.”

“Very simply, our tagline means that, whether we’re navigating a tough economy or experiencing good times, this credit union is here to provide sound advice and financial programs that empower all of our members to stand tall together, with our heads held high,” says Mau. “We are stronger as a group than we are as individuals.”

The credit union’s online branding pictures the Northwest lifestyle – cycling enthusiasts, the great outdoors, farming and tall dreams.


Questions? Contact Lynn Heider: 503.350.2225, lheider@nwcua.org.

Posted in Federal.