Elevations CU Adventures in Localism Videos
Video - NEW CATEGORY FOR 2017 > Video - $1 Billion and Greater
Elevations Credit Union
In 2016, Elevations launched new TV ads that speak in grand terms about our higher purpose of being a trusted part of the community. To tell the lighter side of our story, and to leverage our long history of fun, engaging videos that we promote through social media, we launched a new episodic video series on YouTube we call “Adventures in Localism”. The first video was called “Hey, Neighbor”, the second was Community Egg Lending” and the series, which features our front line staff in humorous fictional situations (think “The Office” in a bank setting), emphasizes the value of localism and community. We plan to do a new episode about once a quarter at least through 2017.
Our overall objective was awareness and engagement with our social media communities, but there is also a huge staff engagement element. Everyone in the “Adventures in Localism” videos is a front line staff member from our branch, business development or wealth management teams. We asked for nominees from managers, captured short iPhone videos of each as a “try-out” and then hand-selected people based on their fit for each role. Many of the “actors” were a bit shy about being on film, but based on the result, we definitely have some budding stars and our hope is to get even more staff involved as the series continues into 2017.
Elevations Credit Union began on the campus of the University of Colorado in 1953 and is now the third largest credit union in Colorado with over 120,000 members. Consumers in our field of membership (Adams, Boulder, Broomfield, Denver, Jefferson, Larimer and Weld Counties) prefer doing business with local organizations that give back to the community and help protect the environment.
Our membership includes 8% Traditionalists, 30% Baby Boomers, 26% Gen X and 38% Gen Y, with the Gen Y figure putting us in the 94th percentile for credit unions. Because of this, and because consumers in our field of membership tend to be very tech-savvy, a mix of traditional and digital channels is very important to engage with our members and the community at large.
We target audience segments by life stages and our specific targets for the Power of Localism campaign are below:
• Primary: Members with a limited Elevations relationship and non-members in our market space.
Young professionals, Newlyweds, Young Families life stages.
• Secondary: Internal Staff.