A marketing campaign for the opening of our Fort Mill branch recently won a Diamond Award presented by the Credit Union National Association’s Marketing and Business Council.
Our theme for the campaign was “Coming Across the River,” a common phrase used by residents when referring to travel from Fort Mill to Rock Hill. The campaign began in mid-2011 and included billboards, print advertising, a grand opening sweepstakes, direct mail, on-site financial workshops, a food drive, business calls, community and school donations and a Grand Opening event attended by 500.
The Fort Mill branch opened in late 2011 at 430 Mercantile Place near the intersection of U.S. 21 Bypass and Springfield Parkway. It features lots of glass and natural light, computer kiosks for online banking, indoor and outdoor ATMs and a self-service coin counter. Instead of a traditional teller line, members will be greeted in the lobby by an employee and accompanied to one of six work stations. Drive-thru lanes feature a two-way video system that allows members to see who is serving them.
The award in the Complete Campaign category was one of 300-plus presented at the council’s annual conference in Anaheim, Ca. The award was for credit unions with $250 million to $499 million in assets; it was among three South Carolina credit unions to place in the competition.
“The Diamond Award competition is the most prestigious competition for excellence in marketing and business development in the credit union industry,” said Michelle Hunter, Chair of the CUNA Marketing & Business Development Council, and SVP of Marketing & Development at Credit Union of Southern California. “Credit unions that receive these awards should be extremely proud of their accomplishments and know that their work represents the very best examples of creativity, innovation, relevance, and execution. The Diamond Awards are not easily earned and the CUNA Marketing & Business Development Council is proud to honor those who are deserving of this recognition.”