Advancing Communities: Elevating Need for Credit Unions
A strategic campaign highlighting the importance of credit unions nationwide
America's Credit Unions (CUOA) (formerly CUNA)
CUOA (formerly CUNA) needed a compelling strategy to communicate the true value of credit unions across the country, amidst increasing competition from for-profit banks.
A comprehensive research program and targeted messaging campaign were developed by to elevate the credit union sector’s critical role in supporting local communities, small businesses, and underserved populations.
Timeline
2021
Services
- Strategic messaging
- Social media strategy
- Advertising
Crafting a compelling narrative to effectively reposition a brand
The campaign’s strategy revolved around crafting an aligned, powerful message to highlight the value of credit unions in various communities.
Through extensive research and collaboration with key credit union leagues, we developed tailored messaging that emphasized credit unions’ positive impact on small businesses, underserved communities, and rural populations.
National campaign that drove local engagement and legislative change
The Advancing Communities campaign successfully elevated the importance of credit unions in all 50 states, with a strong focus on strategic target areas.
The messaging campaign sparked local and national awareness, strengthened community ties, and garnered legislative support for key issues, such as anti-elder abuse regulations in Arkansas.
With a mix of strategic communications, social media efforts, and public relations outreach, the campaign positioned credit unions as a powerful force for good, while also highlighting their nonprofit status and vital role in economic development.
