We developed an overlay campaign designed to highlight the benefits of joining First Service Credit Union. After extensive research and analysis of the key audience, we created the campaign platform “For You, Not Profit.” This campaign underscored the member-first approach of credit unions and emphasized their not-for-profit status, aligning their services closely with those of traditional banks.

Key elements of the solution included:

1. Campaign Development: We crafted the “For You, Not Profit” platform, clearly communicating that credit unions prioritize their members over profits. The campaign highlighted that First Service Credit Union operates and offers services similar to traditional banks, but with a focus on member benefits.

2. Multichannel Expression: The campaign was expressed across various aspects of the business, including retail environments, out-of-home advertising, digital channels, and promotional items. This broad reach ensured that the message was consistently communicated to both current and prospective customers.

3. Tone and Visuals: The campaign embraced a tone of levity while clearly communicating the benefits of joining First Service Credit Union. Strong visual elements were used to capture attention and convey the message effectively.

Results

The “For You, Not Profit” campaign successfully differentiated First Service Credit Union in a crowded market. The member-focused message resonated with the target audience, increasing awareness and interest in the credit union’s offerings. The multichannel approach ensured that the message reached a wide audience, contributing to a growth in membership and strengthened brand presence.