Red Rocks Case Study
Red Rocks Credit Union’s GROW campaign
This Colorado credit union sought to develop a strategic communications campaign for both external and internal audiences. The credit union sought to grow its membership and increase its members’ use of select products and services. The campaign’s internal messaging needed support the relaunch of an employee-incentive program and serve as a bridge for a follow-up outreach to employees.
I crafted messages that explained how Red Rocks Credit Union helped specific Colorado communities flourish. While multinational banks were seeking the naming rights to sports arenas and dropping millions of dollars on national television commercials, I helped Red Rocks explain why it chose instead to focus on the people and organizations immediately surrounding its branches.
With Red Rocks, Coloradans could “grow” their wealth. With Red Rocks, community organizations could “grow” thanks to sponsorships and financial advice. With Red Rocks, employees could “grow” professionally.
The steady, underlying message: this is a financial institution that leads through service — personal, local service.
The “Grow” campaign afforded the credit union an opportunity to shine a worthy spotlight on its commitment to community. Law enforcement programs. Youth sports teams. College scholarships. All of these recipients of Red Rocks’ generosity powerfully illustrated why this financial instituion deserved support and loyalty in return.
The designs featured below show several communications that I developed to show people how they could “grow” by supporting Red Rocks Credit Union.