heartland credit unionCredit unions interested in standing out may want to start defining success by how they align their initiatives with their core values, marketing experts from two Midwest credit unions suggested.

For example, Go Local at Heartland Credit Union in Madison, Wis. isn’t just lip service or a trendy fad, but stems directly from the credit union’s mission of contributing to the social and economic well-being of its members and the communities it serves. Whether it’s supporting local farms and restaurants, raising money for area non-profits, or providing financial services for local businesses and families, the $230 million credit union has become an integral part of its community and a champion for other local cooperatives.

Developed along with video production firm StoryBridge TV, Go Local has been a story that is not only easy to share, but connects with locals emotionally, Robin Marohn, vice president of marketing and business development for Heartland Credit Union, said.

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