FCS Financial: One Hundred Years July 2016 | Page 86

With a new name, a new brand identity, they would have a larger
platform from which they could expand their market to become a
full-service financial company that included meeting their members’
needs for insurance and appraisal services. They looked at various
new markets such as AgriConsumer and E-Commerce and began
developing alliances with entities in related fields. “The image
campaign helped us to better understand the scope and magnitude
of change within our marketplace,” said Daryl. “The real test of
courage came with the decision to heed the marketplace information
and re-brand a successful ninety-year-old cooperative.”
Effective September 1, 2006, Farm Credit Services of Missouri
became FCS Financial, ACA cementing its brand as a fullservice, broad-spectrum lender to agricultural interests. With the
announcement, they proclaimed, “Our name is changing, but our
values aren’t.” On November 1, they launched the new website,
myfcsfinancial.com, with information on products and services,
career opportunities, and member benefits. Just one year later, they
added online scholarship and employment applications, a loan
inquiry form and calculators, and a listing of rural properties for sale.
During 2006, the ninetieth anniversary year of the Farm Credit
System, association net earnings exceeded the previous year’s mark
by $5.2 million. Despite rising interest rates, the staff ’s focus on
customer service resulted in a strong sales performance.

Members of the Harold
LePage family pose during
a photo shoot on their
farm in Cole County. The
pictures taken on their
farm were used in FCS
Financial’s marketing
materials.

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Selected References