Diamond Awards
Discover the 2026 Diamond Award categories and see where your credit union’s work shines brightest. Several exciting new categories debut this year, celebrating fresh ideas, bold storytelling, and innovative member engagement.
* Results recommended
** Results required
Judges will identify certain submissions they believe merit special recognition. A separate panel of judges will then review those recommendations and determine the highest-ranked submission in each distinction category.
*Credit unions do not need to submit separate entries for these awards.
Explore the details behind each Diamond Award category and discover what makes each category unique.
Digital advertising refers to marketing that is digitally displayed. Digital videos, web-based marketing, viral marketing, mobile advertising, online interactive, landing pages or microsites are examples for this category.
** Results required
A single mail piece or series of mail pieces supporting one effort, mailed to members or potential members. Any results should be directly related to the mail piece and campaign.
* Results recommended
Either through a single initiative or a strategically planned series, example targets for these emails can include acquisition, retention promotions, onboarding, lapsed activity, and reboarding. Subjects of the emails can promote credit union products, services, or be purely educational and informational. Judges will take into account the visuals, narrative, subject lines, conciseness, and KPIs such as delivery rate, open rate, click-through rate, bounce rate, and unsubscribe rates as part of the ROI.
* Results recommended
This category includes any type of outdoor media, either fixed or mobile. Examples include static billboards, digital signage (retail, gas stations), mobile (such as transit ads or vehicle wraps), ATMs, stadium/arena boards, building murals, streetlight banners, airport displays, inflatables, and bus shelters/street furniture.
This category recognizes the best one-time, ongoing PR/communications campaign, or crisis management communications by an in-house PR team, a PR agency, or a combination of both, that effectively engaged others to raise awareness about a credit union. Media platforms may include broadcast news coverage, earned media article examples (digital and/or print), social media, website, email communication, and other means of distribution as well as any paid media. Identify related or inclusive marketing efforts such as content marketing and events. Entrants should show how earned media was measured with any quantifiable results.
** Results required
Single or series of paid, pre-produced or live-read short-form audio spots within broadcast, satellite, or Internet radio, and podcasts. Content may reflect information, promotions, or events. The style can be straightforward, humorous, or musical. Include the results that are directly related to the advertising. Actual podcast content should be entered in Content Marketing.
* Results recommended
A campaign or program targeted to a defined audience such as teachers, doctors, SEG groups, business partners, non-English speaking communities, or other specific member segments. Entry will be judged on how well the credit union’s benefits aligned with the audience's unique needs. Include examples of activities, materials, or media elements used (digital, print, video, social, events, etc.) and demonstrate measurable results.
* Results recommended
Marketing efforts to increase brand awareness or recognition to your current members or prospects. It can be either associated with a particular product or service, or the overall credit union brand. All forms of media are acceptable. NOTE: Re-branding or new corporate identities should be entered in the Re-Brand / New Corporate Identity category.
Compelling promotional and marketing tie-ins with other organizations in the community, influencers, personalities and/or sports figures and local teams, including NIL programs at universities that raise the profile of the credit union. NIL refers to the Name, Image, and Likeness policy instituted by the NCAA to compensate student athletes in marketing campaigns.
The most popular and prestigious self-nominated category, traditionally with the most individual credit union winners from across all asset sizes. Demonstrate how your credit union uses multiple marketing formats and vehicles and harnesses the power of its marketing muscle to establish the broadest impact on the marketplace. This category includes specific entry requirements according to asset size. For CUs with assets under $1 billion, campaign submissions require a minimum of two elements supporting one effort. For CUs with assets over $1 billion, campaign submissions require a minimum of three elements supporting one effort. When submitting video or audio, please also upload a copy of each script. This category has a supplementary fee of $35.
** Results required
Printed, digital, audio, video and other elements in your creative portfolio specifically to attract new members and grow your base. Examples include buck slips, packets, brochures, booklets, retail or venue signage, email promotions and email series (such as drip marketing).
* Results recommended
Unique marketing and public relations campaigns, business development materials, print ads, or digital workflows not covered in another category that reflect a creative approach to marketing, sponsorships, or other distinctive materials. Previous winners include campaigns involving youth financial literacy, branch openings, school debit cards, food drives, and payment card conversions.
A new logo created exclusively for your credit union, product, promotion, or initiative. Explain the rationale for a new logo as well as different applications of the logo, usage restrictions, and branding guidelines. Include an example of your previous logo, if applicable.
Credit, debit, and ATM Card designs (physical and/or digital) created exclusively for your credit union during the year. Explain what led to the concept and include samples of each design as well as previous designs, if applicable. Incorporate supporting media used to promote the launch.
A rebrand is the overall strategy behind changing a company’s image. The new corporate identity is the result of taking strategy to action to outcome. What brought the change? What was the perceived emotional image of the brand prior to the effort? Was it developed in-house or agency-driven? How does the new identity better reflect the credit union? Show the timeline, concepts, testing, and other aspects that led to the implementation of the campaign. A rebrand is often a significantly comprehensive effort; for logo-only refreshes, enter the Logos category.
Strategy and implementation that enhance member awareness, attract new members and introduce current members to new products or conveniences. Materials might include a range of products such as point of sale, in-branch digital and window displays, touchscreens, ATMs, interactive kiosks, tent cards, lobby posters, and more. Show previous products, if applicable, and explain the rationale for developing the campaign.
A first-time public-facing event for your credit union, never produced before. Typically held within a narrow timeframe (such as one to two days or up to a week). What was the need and how was the idea developed? Was it based on external, marketplace-driven initiatives or an entirely in-house effort? New events could incorporate community volunteerism, philanthropic tie-ins, new branch openings, education-focused or scholarship programs, and anniversary celebrations. Activities directed toward a membership segment are acceptable.
Specifically for credit unions who have held ongoing or annual public-facing events in their market but who have not entered this category for at least three years. Explain why this event is central to your annual marketing budget and community engagement initiatives.
Annual, semiannual, or quarterly reports. Applications must include digital files and may include a video presentation or link to a flipbook. Include a well-articulated rationale of the design approach and how it differs from what you’ve presented to your stakeholders previously.
Share how you conveyed your core advantages with members and prospects through written and spoken word marketing. Examples include podcasts, online blogs, vlogs such as articles incorporating "how-to" videos, buying guides, webinars, and other vehicles in which content is prominent. For podcast examples, upload clips no longer than 5-7 minutes. Social media content should be submitted under the Social Media category. Newsletter content should be submitted under Member or Trade Communications.
A popular category among credit unions of all asset levels, showcasing how your credit union advances financial literacy through products, services, and network, partnerships and educational programs. Share the steps you have taken to educate members or potential members on how to effectively manage their personal finances and make sound financial choices. What inroads have you made or new frontiers created during the past year that surpassed prior expectations?
Includes newsletters, magazines, and periodic publications. Trade publications are advertising vehicles whose primary circulation targets the credit union industry audience. Newsletters are publications (digital or print) which communicate directly with members. Frequency of publications can be anywhere between weekly to annually. Include 2-5 unique issues of the publication you are entering.
Recognizes websites that effectively communicate brand identity, deliver engaging member experiences, and provide intuitive navigation. Judges will consider content strategy, visual design, functionality, accessibility, and overall user experience. Entries should include a live URL and/or screenshots of key pages to demonstrate design strategy and usability. If the entry is a complete website redesign, include screenshots of the former website for comparison purposes (PDF or JPEG). Provide screenshots of the mobile site or responsive design if applicable.
Which marketing idea was innovative, broke through the clutter, or defined your credit union in a new way? Entries in this category go outside the norm, such as incorporation of new technologies, guerilla marketing efforts, or anything that demonstrates forward thinking. Explain how your effort generated impactful results, opened new doors, or created internal efficiencies.
Elevate an exemplary campaign with a campaign budget of zero up to $2,500. The spirit of this award is that it was generated in-house; however, receiving agency assistance is not a disqualifier. Examples are in-person events, a promotional giveaway, low-cost guerrilla marketing, and captured on video, social media, and print.
Humor can be an effective marketing technique to break through the clutter and humanize a common experience. Entries employing multiple vehicles such as video or radio commercials, digital advertising, and social media should be submitted together as a package.
How are internal staff inspired, recognized, and rewarded for capturing the credit union spirit? Highlight fun, competitive, and meaningful ways for staff to engage with one another and express their enthusiasm. These may include internal or member-related incentives, employee programs, celebrations, volunteerism, corporate philosophy, or transitioning to new hardware or software. It’s common to showcase a variety of materials, such as video, photos, social media, flyers, and apparel.
This category focuses on emotional connection, authentic narratives, and human-centered storytelling that reveal the credit union’s mission and values. Examples include inspirational slice-of-life member profiles, connections to individuals, businesses, civic-minded organizations, and public service stories.
Generally longer-form, in-depth presentations that provide financial literacy, education, or guidance–helping members make informed decisions about money, credit, loans, or life stages. Examples include product features, staff training, video podcasts, business education on the benefits of credit unions, and content promoting financial wellness and security.
Advertising campaigns that promote your credit union’s brand, personality, its products, services, events, or initiatives – driving measurable results, awareness, or engagement.
** Results required
A single video or series primarily placed on digital and social platforms. Each submitted clip must be 90 seconds or less. The video captures attention through concise, creative storytelling built for user engagement. Examples could include in-house, self-produced social media.
Social Media
Individual campaign or series that leverages any or multiple social media platforms. Using visuals and/or video to support your narrative, show how the credit union and the public (or members) engage with one another, including user-generated content, to spark viral moments. Identify how you targeted the right audience and how the campaign reflects on your credit union brand. Quantify the results if possible, such as comments received, shares and other relevant data.
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