Banking Built for People

Campaign Highlights

This campaign addresses financial topics that impact people daily. Banking Built for People highlights the real-life concerns of everyday individuals during financially uncertain times, reinforcing that they can always rely on their credit union.

The strategy targeted two key audiences:

  • B2C: The campaign connects with consumers by addressing their financial concerns in a relatable and reassuring way. It emphasizes a core message: credit unions care more about their members—what makes us different makes us better.

  • B2B: This campaign played a central role in congressional outreach to strengthen membership and advocacy efforts. State and national legislators were a key audience, and messaging was designed to elevate the credit union movement and highlight its impact on everyday people (voters).

As part of the campaign’s development and fundraising efforts, Michigan credit unions received additional advertising collateral to enhance brand recognition, maximize media presence, and ensure cohesive messaging statewide.

(Campaign digital video samples below)

Campaign Deliverables

B2B: Michigan Credit Unions

  • Market Research: campaign satisfaction and obstacles for fundraising

  • Campaign integration assets and guidelines [PDF]

  • Quarterly Committee and Board meetings/reports

  • Monthly Executive Office reports

  • Presentations to credit unions on the benefits of the campaign

  • Sales kit/fundraising packet

B2C: Credit union members and non-members, 18-45

  • Market Research: awareness of credit union benefits and obstacles [PDF]

  • Scripting and tangible resources (photography, video, audio)

  • Year-round media assets & plan (divided into quarterly buys with new collateral each quarter):

    • watch: digital video

    • listen: digital audio

    • read: paid social & search

  • Campaign media metrics/KPIs