Envision Credit Union was founded as a teacher’s credit union in 1954 by 10 Leon County teachers with an initial investment of $50. More than 60 years have passed, and though the investment has grown to more than $400 million, Envision’s primary focus has remained the same: supporting education.
Each year, Envision Credit Union donates more than $175,000 to local schools and provides special financial programs for educators. In 2016, Envision Credit Union engaged BowStern to create an integrated marketing campaign to raise awareness for the programs offered and grow participation in their education-based products.
Strategically timed to launch during fall’s “back-to-school” season, the “Here for You” campaign was developed to display Envision’s appreciation for teachers while promoting beneficial, educator-only products and services.
In partnership with FRAME Production Company, BowStern devised a video concept highlighting the importance of educators in Leon County. Showcasing local teachers’ dedication to their students, the brand video takes the viewer on a journey through the typical day of an educator. Every day, they go the extra mile to teach and to guide—not out of the pursuit of fame or wealth, but out of a passion to shape the next generation.
The BowStern PR team secured a trade promotion with a local radio station to provide desirable cruise giveaway packages in exchange for on-air and online exposure. Those entering the contest provided an email address for the educators they were nominating. The radio hosts called to surprise the winners on-air while reading their heartfelt letters of nomination. Winning teachers enjoyed well-deserved dream getaway and the promotion reached an audience of more than 100,000 listeners, resulting in an ROI of 29:1 for the client.
In order to increase educator memberships and enhance participation in education-focused programs, BowStern coordinated a focus group comprised of teachers in Leon County and surrounding areas. Based on feedback directly from the target audience, BowStern executed a digital media strategy promoting programs and perks that were of strong interest to teachers in the area. The effort included Facebook marketing, Google AdWords, Remarketing, and Eblast.
As a result, participation in the featured Educator Discount Program increased by 2,225% with 93 educator loans approved - 24% over the original marketing goal!
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