Visions Federal Credit Union is a financial cooperative based near Binghamton, New York. With more than 210,000 in three states, it has seen consistent growth since naming ABC Creative its agency of record.
To keep the momentum going, ABC went to work on a new campaign. The angle: credit unions are better than banks, but what makes Visions a better credit union? We identified Visions’ exceptional investment in the communities it serves as a major differentiator.
Not only had the credit union donated millions of dollars to more than 500 organizations, but employees had donated thousands of hours toward a wide array of causes to go on top of sponsorships and in-kind services. Visions even has an act of kindness campaign that regularly surprises all members of the community with comped meals, car washes, concert tickets – even umbrellas for a rainy day. Programs for teachers and veterans round out Visions efforts.
ABC wanted to bring all these key commitments together in a campaign called Visions Cares, which included an extensive multimedia campaign across the credit union’s New York, Pennsylvania and New Jersey footprint that told the stories of beneficiaries of Visions’ generosity.
The Visions Cares branding – which included logo development – was embodied in a dedicated web page that highlighted and explained all the ways Visions offers support. It makes a solid case for Visions being a better credit union.