COLUMBUS, GA (WTVM) - TIC Federal Credit Union announced today that it is changing its name to Kinetic Credit Union. The name change will take effect on March 10.
"This is an exciting time for our credit union," said Janet Davis, President and CEO. "The name TIC has served us well and I am proud of what we have accomplished as TIC. Moving forward, we think Kinetic Credit Union truly captures what we are about - passionate, people-focused, and progressive. We think it will resonate with a variety of generations and allow us to expand our brand."
The credit union conducted research and analysis prior to deciding to change the name. TIC partnered with Adrenaline, Inc. of Atlanta, to conduct the research and assist with rebranding. The research confirmed that the time was right for a new name.
"Initially, we were considering either a logo change or a name change," said Mark Littleton, Vice President and Chief Strategy and Marketing Officer. "But as we got into the process, the research confirmed that the majority of consumers did not know what TIC stood for, so we started work on a new name. We really liked Kinetic from the beginning."
TIC was originally chartered in 1956 as The Infantry Center to serve civilian employees at Fort Benning. The credit union began serving the military in 1965. In 2005, TIC expanded its charter to serve anyone who lives, works, worships, or attends school in Muscogee, Harris, Chattahoochee, and Marion counties in Georgia, and Lee, Russell, and Macon counties in Alabama.
"We are Fort Benning's only credit union," said Davis "We have a location on main post and our commitment to our soldiers and civilian workforce is not changing. But just as Fort Benning has evolved through the years, our credit union is also growing and preparing for the future. Fort Benning is no longer The Infantry Center. It has expanded and changed its name (Maneuver Center of Excellence) to reflect the positive growth and so are we. We think having the letters 'tic' at the end of Kinetic is a perfect nod to our roots as a military credit union."
On March 10, members will not experience any changes to their accounts or the employees who serve them.
Members and the community will begin to see changes to printed materials and signage the first week of March. The credit union's website will be completely redesigned with a new web address: kineticCU.com. All branch signs will change beginning on March 6 to reflect the new name.
A multi-media branding campaign starts March 10. The new campaign will communicate the name change as well as the tagline of "Energized Banking." In addition, the credit union will offer a special Member Appreciation Certificate: 1% APY for 1 year from March 10 - March 31.