Waypost Credit Union
Generated on request by the HITL, who chose which logged business measurements to include. Here: monthly new member applications, logged across the two diagnostic runs.
New member applications moved alongside the brand-trust work with a clear shape: flat through the baseline months (82, 78), turning upward the month the naming cleanup and FAQ went live (85), and climbing through the visibility gains to 121 by June, a 48 percent rise from the February low. The steepest monthly gains coincided with the two discovery-layer milestones, the listing cleanup surfacing one consistent name and the local-press story adding citable coverage. Score movement tracked the same window: Trust rose from 2.79 to 3.21 across the same period the application curve turned.
- New member applications (logged monthly by the HITL)
- Trust and Congruence score movement across the two diagnostic runs
- Public milestones: listing cleanup, FAQ launch, and the local-press story
Start logging branded search volume monthly alongside applications: it sits between the discovery-layer work and the application decision, so it would show whether the visibility gains are actually carrying the growth. A third diagnostic run extends the trend line enough to separate the brand work from the seasonal lift.
Correlation, not causation: spring is seasonally stronger for member growth in this market, and a competitor branch closure in April may have contributed applications independent of brand work. Two diagnostic runs are the minimum for a trend; the next follow-up will show whether the pattern holds.
