At Fibre Federal Credit Union in Longview, Wash., and at theTampa, Fla.-based Grow Financial Credit Union, community engagement has gone along way in building awareness and showcasing the credit uniondifference.

Having had success working with Invest in America for a fewyears offering members nationwide discounts on big ticketpurchases, in 2012, the $755 million Fibre Federal wanted todevelop a local version of that and launched its FeaturedBusiness program.

“We have always been a big fish in a little pond that's a bitsaturated so it's been an evolving process but we’re focused onreally doing things in the community based on what we think isright,” said Shannon Cahoon, Fibre Federal community outreachcoordinator. “We want to develop the right strategic partnershipsthat will have a significant impact.”

Created as a way to recognize and promote many of the localbusinesses and organizations, it also provided an opportunity forthe credit union to capitalize on its healthy member businessportfolio, Cahoon said. To kick off the program, the team initiallyapproached organizations they had already had a good workingrelationship with that had a business account in good standing withan invitation to participate. Those opting in would provide theirlogo, copy and an exclusive offer as an extra perk for credit unionmembers.

“Our approach was to just talk about how we could help smallbusinesses and our members as well,” Cahoon said. “What wasinteresting with the small business interactions is that we learneda lot of them didn't go into business thinking about marketing. Sowe discovered how we can help small businesses meet theiradditional needs and it's been a great program to strengthen thoseconnections.”

Grow Financial's More in Return microsite showcases howdifferent the experience is at the credit union.

Cahoon said the Fibre Federal's marketing team encouraged areabusinesses to be creative with discount offers that would stand outwhile remaining sustainable. In addition, the credit union wouldrandomly select one of its featured businesses to shine a spotlighton its website and in the branches each month. The advertisingcombined with the unique benefits for the entire membershipprovided by participating small businesses has helped position thecredit union as a true community partner, Cahoon said. The programnow includes some 50 businesses and additional staff is now able todevote more time to it. As a result, Cahoon believes the sky is thelimit on growth.

“We’re not only helping them advertise, but the shop locallyinitiative is something that has resonated with consumers here.They were excited to learn about businesses they might not haveknown about before they were featured,” she said. “There's anincentive for members to think why not try this little place downthe street and support our local economy.”

She added that with about 80% of Fibre Federal's 69,570 membersliving locally, the program has given participating smallbusinesses additional exposure to some 55,650 members.

The credit union also experienced an overall loan increase of3.63% and brought in new business members, Cahoon noted. Whilestill going through the 2013 data, during the first year, FibreFederal's business services program included 283 new businessmembers with shares of $329,257, 241 business checking accountswith new balances of $2.3 million and 70 new business loans withbalances of $13.2 million.

Whether its supporting local sports, launching a ProjectQuince savings account, forming partnerships with University of South Florida business college,or using a virtual money machine, the $1.9 billion Grow Financial hasalways been an active community partner but only recently has beenable to focus on sharing how it helps members get more in return,the credit union said. Since changing its name from McDill FederalCredit Union in 2007, has been busy building brand recognition.

“At that time, large banks were taking over area banks so that'sthe association members had so they thought Grow Financial hadtaken over McDill,” said Brian Holloway, assistant vice presidentof marketing. “So for quite a few years, we were really focused ongetting awareness that it was just a name change and getting ourbrand message that we’re not a new financial institution and McDillFCU is now Grow Financial.”

The credit union is now past that hurdle and is ranked in thetop five financial brands in the Tampa area, Holloway said.

Fibre Federal's Featured Business program has been a win-win forarea small businesses, members and the credit union alike.

Revolving around its tagline “More in Return,” the World of Morecampaign, including Joe Grow, a new spokesperson, was launched.

The new campaign focuses heavily on the member services providedand how members receive more from the Grow Financial. Part of thenew campaign launch includes a new microsite, www.moreinreturn.com, wheremembers and non-members can visit to learn more about variousproducts and services, watch fun videos and member testimonialsthat showcase how Grow Financial provided more for them. Inaddition, microsite visitors can enter what they would like more ofwhether it's caffeine, family time or even diapers and GrowFinancial will deliver on making those “more moments” happen attheir place of business or any of its branches. Staffers will alsobe on the lookout for ways they can provide more while out andabout or at the branches.

“We wanted a relatable message people would instantly rememberbecause they are either going through it or could foresee it in thefuture,” said Holloway. “We want to deliver a different experiencebecause competing on price and rate is a lot of work with littlereturn. Every week we try to surprise people.”

For example, when a teller noticed a member's Vera Bradleywallet was held together with duct tape, marketing was alerted.

“It's not my area of expertise but we went to the Vera Bradleyoutlet got eight to 10 different bags, purses, satchel backpacks,wallets and asked the member to come to the branch,” Hollowayrecalled. “When she came in and she opened the box we gave her,explaining we noticed her wallet had years of use, she wasthrilled.”

Holloway said it's been fun and the credit union has sharedquite a few of the “OMG” moments for members and employees alikevia the microsite, Instagram and Facebook. The drive to encouragemore interaction and engagement has carried over to its approach tosponsorship and community events, focusing on creating experiencesduring its face-to-face time as a way to show the Grow Financialdifference, he added.

“We want to share the visuals and go surprise people where theywork so everyone can see what we just did,” Holloway said. “We wantto generate that buzz that we are different and get people in theirworkplace thinking, ‘Hey my bank doesn't do that for me.’ It makesit easier getting the word out there than we even anticipated.”

Targeting the 25 to 35-year old demographic, the campaign alsoincludes television spots featuring Joe Grow, which are airedduring sporting events, the Grammys or TV shows such as “The BigBang Theory.” Created in-house with an assist from CampbellCreative, for the next two to three years, the campaign willfurther build on the more in return theme.

“In the past we’d basically start from zero every time welaunched a campaign but this is a commitment we’re making so eachlevel will build on the other without losing traction,” saidHolloway. “Our target demographic is young families as they getmarried or have kids and all the things that come with the Americandream; we want to be top of mind when they have that realization ofneed.”

Just a month into its launch, Holloway already had to set theinitial social media goal higher because the 10,000 likes goal hasalready been reached.

“We started the year with 5,800 Facebook likes and moreimportantly, the people making comments and interacting with us onit has skyrocketed. We’ve now got to figure out how to challengeourselves for the rest of the year,” he joked.