Brand Awareness

Assets less than $250 million | Panama City, FL

Hello drove into Q2 of 2025 with a grin and the chance to grant current and prospective members their own reason to smile with our Get GRANTed Auto Refinance promotion. With our trademark sunny disposition and low rates, our Auto Promo guaranteed to lower members’ auto loan payments by at least $50 a month when they refinanced with us; if we couldn’t, they’d be granted $50 on the spot. Lending our grin to Ulysses S. Grant, the face of the $50 bill, we helped part the clouds of financial stress with a promise: drive home happy with a loan that fits your budget, or with a crisp $50 bill in your pocket.

Assets $250 million – $1 billion | Paducah, KY

Voices of the Vault proved that legacy, when told with authenticity, can be one of the most powerful marketing tools a credit union has. By using video storytelling to feature past CEOs, we transformed institutional history into a living, emotional connection that resonated deeply with members, non-members, employees, and community partners. 

We learned that audiences are hungry for transparency, humanity, and purpose—especially in financial services—when stories are told by real people, not scripts. This medium allowed us to preserve institutional knowledge, reinforce trust, and differentiate Signet in a crowded, digital-first marketplace. The campaign exceeded expectations by generating organic engagement, emotional responses, and requests for more content, while strengthening brand loyalty and perception. Ultimately, Voices of the Vault showed that when you honor your past with intention, you create stronger relationships for the future.

Assets greater than $1 billion | Kalispell, MT

NewToMissoula.com proved that the fastest way to launch a new branch isn’t to “advertise banking”—it’s to earn local attention with something the community wants to talk about. We led with bold out-of-home that felt like a genuine introduction, featuring Ryan Nong, who was new to Missoula himself, and inviting people to a simple microsite and real in-branch events built around local outdoor culture. The medium did more than drive reach; it sparked recognition, organic conversation, and credibility—exactly what a new market entrant needs. 

Our key takeaway: when OOH is human, specific, and culturally aligned, it becomes a community touchpoint rather than just media. The campaign met our objectives by quickly building visibility, driving steady local web engagement, and turning awareness into in-person connections that accelerated early familiarity and trust.

Assets greater than $1 billion | Lake Mary, FL

“They treat me like a real person and not just another number.”  Whether we hear this sentiment through Google reviews or focused member testimonial campaigns, that refrain is consistently one of the top reasons Addition Financial members tell us they bank with us and will continue to do so. Creating “The Real You” animated commercial campaign was born from asking ourselves how to visually and memorably represent the feelings we want our members to have when they walk into our branches. Even with the sound off, the message is clear with these spots: even if you feel like a number or a potential sale to other companies out there, when you come into Addition Financial, you are a person, and we are going to treat you that way in every interaction.

Assets $250 million – $1 billion | Billings, MT

We use staff in our marketing, which is a challenge when there is turnover. Our goal was to create an About Us video that would not be dated. The video had to tell our history, and mesh with our colorful, fun brand. We shot this entire "About Us" video in one take, which required an 80-foot custom-rigged camera dolly. When the camera started rolling, it never stopped, which means every actor had to hit their mark. Our team meticulously curated or built every prop and costume. And yes, we're cheeky. We hid little "easter eggs" throughout the video to reward the observer, from a photo of our first CEO to a cigar box that was used as our first vault. Our About Us video was a success because it effectively tells our story, reinforces our mission, and provides a meaningful connection with viewers.

Assets greater than $1 billion | Philadelphia, PA

We are incredibly proud of the individualistic element of our 2025 marketing campaign, “Your American Heritage.” Through its use of images, color, and words, the theme reinforces how the member is in full control of their financial journey, with American Heritage providing the tools, resources, and education they need to unlock success. The inclusion of the word “Your” in each piece at the front of each headline reinforces this idea. 

Through a variety of media, including digital advertising, geofencing, radio, streaming, social media, and more, we were able to meet our members where they are. We’re proud to have amassed over 2,000 branch reviews in 2025, with an average rating of 4.77 across all our locations. Additionally, our website received 5.2 million pageviews as a result, helping lead to more than 13,000 direct loans totaling more than $300 million.

Assets greater than $1 billion | Cheyenne, WY

Our primary insight from this campaign is that authentic member stories are highly impactful. These narratives serve as a valuable reminder to both our team and our members of the meaningful difference our work makes in people’s lives.  We discovered that our members have compelling stories worth sharing. At times, our staff may be too modest to bring these narratives forward. It is essential for us to be deliberate in capturing and highlighting these impactful experiences.  The campaign received overwhelmingly positive feedback from both members and employees. As a brand-focused initiative, we did not set extensive growth-related metrics; however, the positive reception indicates success in achieving our objectives.

Assets greater than $1 billion | Moon Township, PA

This campaign brought a fresh, approachable perspective to our industry. By showcasing Clearview staff as relatable neighbors who understand the community, we made financial advice feel accessible and friendly. Through a mix of humorous TV spots, digital ads, and out-of-home placements, we reinforced the message that expert financial help is always nearby. This campaign not only deepened brand awareness but also drove consideration, proving that relatability and proximity can be powerful differentiators in a competitive market. It’s a reminder that financial empowerment starts with a trusted partner who truly “gets” you.

Assets greater than $1 billion | Longview, WA

We receive a steady stream of wonderful member reviews, and we wanted to share them in a way that feels true to our brand: light, cheeky, and fun. That’s why we brought our familiar radio voice, Clint, on camera to give our brand voice a face and deepen recognition. His polished “faux sophisticated” look, dry humor, and classical background music turn straightforward testimonials into entertaining, rewatchable moments. We carried the same cheeky tone into the social copy to keep it playful and on-brand. Overall, the series celebrates member praise without taking ourselves too seriously, humanizing the credit union, strengthening our reputation, boosting awareness, and engaging viewers with content that feels authentic, relatable, and distinctly Fibre Family.

Assets greater than $1 billion | Littleton, MA

Grounded in real member insights, this campaign brought HFCU's commitment to Financial Coaching to life in a way that felt fresh, human, and unexpectedly fun. By using humor and clarity in a category often defined by stress and complexity, we broke through traditional financial messaging and reframed financial coaching as something approachable and empowering. The work reinforced a simple truth: people are excited about achieving their financial goals, and they want a trusted partner to guide them and celebrate progress along the way. 

The results exceeded expectations. During the campaign period, more than 500 new Financial Coaching appointments were booked, surpassing our original goals and demonstrating strong resonance with members. The campaign also proved the effectiveness of brand marketing for HFCU. It built awareness, strengthened our value proposition, and laid the foundation for continued growth. This success has directly informed our decision to continue the brand campaign into 2026.

Assets greater than $1 billion | Gulfport, MS

This campaign brings our brand promise to life - Live Your Way celebrates our members, our communities, and the dreams that make them special. It reflects our dedication to meeting members where they are to help them live their way.

Assets greater than $1 billion | East Lansing, MI

This space was created to bring the MSUFCU brand to life in a space where fans are fully immersed in Spartan spirit. By creating interactive murals, a branded football display wall, and large screens featuring trivia, fun facts, and subtle product messaging, we were able to engage high-value members in a way that felt natural, memorable, and shareable. The MSUFCU Club offers a unique medium for experiential marketing, one that goes beyond traditional advertising by letting the audience see and interact with the brand in a premium, memorable setting. 

We learned that creating multiple touchpoints in a single environment amplifies brand recall and encourages engagement, especially with an audience that values experiences. The campaign exceeded our objectives by increasing brand awareness, strengthening connections with high-value members, and reinforcing MSUFCU’s role as a visible, trusted Spartan partner – both during football season and year-round for off-season events.

Assets greater than $1 billion | Pensacola, FL

This campaign was grounded in a simple insight from quantitative research: PenAir members were genuinely enthusiastic about the credit union. The “Member since” idea flowed naturally from that insight, providing a flexible way to signal satisfaction while still supporting specific products. By leading with membership pride, the campaign drove growth while reinforcing PenAir as a credit union people are truly happy to belong to.

Assets $250 million – $1 billion | Houston, TX

Smart Financial Credit Union broke through the saturated Houston market by blending high-tech innovation with high-touch nostalgia. Smart Financial’s Greatest Hits transformed dry financial products into a celebration of member dreams using AI-generated songs and a retro inspired visual identity. Key Takeaways:

• Differentiation: By trading generic rate-sheets for a playable 45 RPM vinyl record and jukebox imagery, we bypassed ""brand fatigue"" to create an emotional connection.
• Precision: Using data from Experian, You Tube and other 3rd party data as well as internal member records, we reached high-equity homeowners with a message that made ""impossible"" dreams—like college or a backyard pool—attainable. 
• Results: The campaign exceeded expectations, driving significant brand awareness and new member growth by positioning us as a modern, tech-forward partner. By turning banking into the ""soundtrack of success,"" Smart Financial proved that bold, creative risks can turn a commodity service into a chart-topping brand experience."

Assets $250 million – $1 billion | Sleepy Eye, MN

We created the Accelerate brand to clearly communicate our commitment to speed, progress, and innovation as SouthPoint moves forward in digital transformation. Accelerate became more than a visual identity—it unified our message and signaled a smarter, more convenient banking experience for our members. By establishing a distinct brand and applying it consistently across every touchpoint, we built recognition, trust, and momentum around our technology-forward strategy. The impact has gone beyond our membership: other industries have taken notice, asking how we’re executing this shift and how it’s reshaping member engagement. Accelerate is actively shaking up the market and positioning SouthPoint as a leader in modern banking. Our takeaway: a strong brand doesn’t just represent change—it drives it, creates clarity, and inspires confidence in a competitive landscape.

Assets less than $250 million | Lake Charles, LA

Through our partnership with McNeese State University and the McNeese Athletic Foundation, Southwest Louisiana Credit Union elevated brand awareness by meeting the community where its passion lives, in Cowboy athletics. By expanding membership eligibility through Athletic Foundation donations, sponsoring games across every major sport, and engaging fans at games with giveaways and information, we built authentic, lasting connections. 

We brought our brand to life with a public football tailgate, student-driven promotions like Buckets to Bucks, and fan-focused incentives such as the Cowboy Up CD, where McNeese points directly boosted member savings. Our promotions didn’t just generate excitement; they delivered real impact, resulting in 72 CDs totaling more than $236,000 and a growing student jackpot tied to on-court success. By blending school spirit, creativity, and community-first values, we positioned Southwest Louisiana Credit Union as a bold, innovative brand proudly woven into the McNeese experience.

Assets greater than $1 billion | North Augusta, SC

The SRP Spotted Campaign is a simple but powerful brand awareness and member giveback program designed to create excitement and strengthen connections in the communities we serve. Members receive an SRP Spotted sticker or magnet from a branch or community event and place it on their vehicle for a chance to be “spotted.” SRP employees are out in the community actively looking for participating vehicles, and when a sticker is spotted, that member is awarded $100. While the concept is easy to participate in, the impact is huge, providing timely financial surprises for members and giving employees the opportunity to experience the joy, gratitude, and real-life difference SRP makes firsthand.

Assets greater than $1 billion | Idaho Falls, ID

Using a “soft launch” approach for our new brand identity and message enabled us to release new assets sooner and build rapport with our audience. By anticipating questions, we were able to control the narrative through our strategic new webpage – the anchor of our campaign. To support, we produced six video spots, two radio spots, and 24 static ads. Throughout the process, we learned the importance of honoring a hard-won legacy while embracing an exciting tomorrow. Both are important to our members, and this campaign shows our commitment to both.

This campaign received a positive response, both internally and externally. We saw ~20,000 engaged sessions on our landing page in 3 months, and our highest engagement on YouTube and Meta ads in 2025. This resulted in 834 new members, 41% of whom were age 25 and under, showing we successfully reached our target audience.