When Visions Federal Credit Union wanted to bring more attention to their business services, we knew the approach needed to be as dynamic as their President and CEO, Ty Muse. Enter “Ty Talks Shop,” a YouTube series that highlights prominent local businesses who also happen to bank with Visions.
The concept was simple: Capitalize on Ty’s high visibility in Visions’ home market and his natural charisma to create an engaging series where business owners share their stories, have some laughs and subtly promote Visions business services in an authentic, relatable way.
Ty sat down with the Anastos brothers, second-generation family owners of the Broadway Diner and Riverdale Banquet Hall in Endwell, New York. Another episode takes viewers to Hammondsport, New York, where Ty talked shop with Patrick Doyle of famed champagne producer Pleasant Valley Wine Co. A third episode in production features Mark and Inessa Yonaty of The Goldsmith and Station 45, a decade-plus-long passion project revitalizing the historic and beloved Lackawanna Train Station structure in Binghamton.
Initially crafted as social content, the series quickly proved its worth as a paid media tool. We’ve since integrated clips chopped up in the style of a podcast promotion for successful campaigns on LinkedIn and YouTube Shorts. This strategic expansion of application puts Visions’ business services in front of a larger audience while staying true to the credit union’s community-focused ethos.
We like to leverage a brand’s strongest assets to deliver convincing creative. For Visions, Ty Muse was that asset – his personality, leadership and local recognition brought life to a campaign that feels both fresh and familiar.