Work

Credit Union Marketing: Leveling Up an Annual Campaign

Case Study: Chevron Federal Credit Union

SERVICES: Creative: Concept & Campaign Development

Chevron Federal Credit Union share certificate campaign

A New Twist on Member Expectations

Members at Chevron Federal Credit Union, the second-largest credit union in the country, eagerly anticipated the annual Spring Share Certificate special because they knew they could earn more on their savings with generous rates. The credit union needed a campaign to drive urgency for this limited-time offer.

After the credit union team reviewed the creative concepts, we sprung into action. Our team developed a multi-channel approach emphasizing competitive rates and short-term availability, speaking directly to members' financial aspirations across different life stages.

Creative concepts

CREATIVE

Research-Backed Insights

Our targeted research revealed that members chose chare certificates for: 

  • Security during uncertain financial times 
  • Higher guaranteed returns than standard savings 
  • Funding planned expenses and future goals 
CFCU_AnnualSpecial_Coming Soon_2000 x 1005_Branch Screen
CFCU_CDSpecial_FullPromo_AnimatedInfographic (1)

Campaign Designs That Resonate

Our creative approach balanced member expectations with fresh engagement techniques: 

  • Aspirational imagery spanning diverse life stages 
  • Eye-catching gradient banners signaling progress 
  • Rate-forward design that puts numbers center stage 
  • Cohesive visual identity across varied executions 
Aspirational
Campaign Flyers

COMMUNICATIONS

Credit Union Marketing Success: Urgency + Aspiration

Our messaging made members act with: 

  • Action-oriented phrases like "Lock in special rates now, unlock special moments later." 
  • Limited-time language that triggered quick decisions 
  • Connection to real-life benefits through strategic imagery 
CFCU Direct Mailer

Multi-Channel Deployment

The campaign captured members’ attention in over twenty different tactics: 

  • Website rate spotlights 
  • Targeted direct mail and newsletters 
  • Scroll-stopping social content 
  • In-branch displays 
  • Animated infographics explaining benefits 
Chevrin Federal Credit Union digital comp
CFCU Branch Screen

RESULTS

Messaging That Converts

By balancing member expectations with strategic creative and communication approaches, we successfully positioned this annual offering as both a familiar opportunity and an urgent, not-to-be-missed financial advantage. 

 

CFCU logo

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