2025 CU Times Luminaries Finalists: Excellence in Marketing

Municipal Credit Union – New York, N.Y.
In early 2025, MCU launched a competitive High Yield Savings Account (HYSA) requiring just $5,000 in new money to open—lower than many banks’ thresholds—ensuring accessibility to a broad member base. A strategic multi-channel campaign reinforced MCU’s identity as a homegrown partner for hard-working New Yorkers. Results were exceptional: by June 30, 2025, nearly 8,000 HYSAs had been opened, and deposit growth hit 138% of goal, reversing the previous year’s decline.

Golden 1 Credit Union – Sacramento, Calif.
Through Golden 1’s "Life is a Journey" advertising campaign, they shared stories that are an authentic reflection of the daily lives of its members showcasing how Golden 1 helps them turn their dreams into reality. This creative showcases the diverse tapestry of Californians' stories, highlighting the resilience and determination that defines the Golden State. Stories celebrate the boundless spirit of California's people. Along the way, Golden 1 is there on these journeys, supporting them every step of the way.

Redstone Federal Credit Union – Huntsville, Ala.
At Redstone, they believe in the power of people helping people. That’s why they established the Community Champions initiative – a way to honor members who go above and beyond to positively impact others' lives. Community Champions are unsung heroes among us who selflessly contribute to the well-being and improvement of our communities. By recognizing their acts of kindness, Redstone aimed to inspire others and foster a culture of caring and community spirit.

Patelco Credit Union – Dublin, Calif.
Switch to Save is an ongoing program Patelco offers to help members with higher loans elsewhere consolidate debt or save on their payments by switching to Patelco. Centering this around a time when people are monitoring savings and spending so closely, this felt like the right opportunity to reach out to members who may need it most. With strategic thinking and timely execution, they were able to offer limited-time discounts and competitive rates to members across a suite of lending solutions.

Civic Federal Credit Union – Raleigh, N.C.
Civic Federal Credit Union’s 'Without Them' campaign is a powerful, purpose-driven tribute to the essential work of local government employees who are Civic’s core members. Through humorous video storytelling, the campaign highlighted the hard work that Civic’s members do every day – from making sure our water is clean to picking up the trash. Instead of focusing on products and services in this campaign, Civic elevated the voices and contributions of the public servants who keep our cities and towns running the way they’re supposed to.

ORNL Federal Credit Union – Oak Ridge, Tenn.
In 2024, ORNL Federal Credit Union underwent a strategic, comprehensive initiative to fundamentally shift the way it returned value to members. The credit union chose to stop the once-per-year special dividend based on loan and deposit balances and instead, return value to all members throughout the year based on their services. They introduced a high yield, no hoops checking account, increased debit card rewards, and dramatically lowered overdraft and other fees.

VyStar Credit Union – Jacksonville, Fla.
VyStar Credit Union’s 2025 nomination highlights the powerful impact of its VyStar Savings Challenge, a 90-day financial wellness campaign that combined behavioral science, digital storytelling, and community engagement to help individuals build emergency savings. Launched in February 2025, the campaign set out to help 1,000 people save $1,000. The challenge exceeded expectations, with 31,730 participants saving over $5.17 million collectively.

Members 1st Federal Credit Union – Enola, Pa.
"Around the House" is a social media video series launched in 2024 to help demystify the home-buying process for millennials and first-time homeowners. Created by Members 1^st Federal Credit Union’s marketing team, in collaborating with the mortgage and home equity teams, the series features knowledgeable associates and local business members providing tips and insights about financing, homeownership and the housing market. These short-form videos were designed to be informative, approachable and easy to engage with on social media.

Blaze Credit Union – Falcon Height, Minn.
Following a rebrand in 2024, Blaze launched a multifaceted campaign, “On Team Blaze”, that features Minnesota icons including Lindsay Whalen, Gable Steveson, Tony Oliva, Greta Meyers, Carrie Tollefson, and Brock Faber. These partners are equally talented as they are genuine and possess values that align with Blaze. They embody everything Blaze is about – giving back to our communities and providing exceptional service to members. What makes them authentic partners is that they are all Blaze members.

Delta Community Credit Union – Atlanta, Ga.
In 2024, Delta Community Credit Union’s Marketing team executed a data-informed, full-funnel campaign that demonstrated excellence in strategy and performance. With a goal to exceed the projected direct member growth rate of 1.5% for the industry, the team developed a multi-channel marketing initiative that helped drive 2.9% net member growth, adding 60,826 new members, even as many credit unions in metro Atlanta experienced flat or negative growth. At the core of the effort was the “Member Testimonial” campaign, an emotionally resonant and inclusive creative platform featuring members.

Excellence in Marketing – Credit Union ($1B-$4B)

Credit Union 1 – Anchorage, Alaska
In the past year, Credit Union 1 launched a multi-location marketing campaign to support the grand openings of three new branches in Kotzebue, Wasilla and Skagway. This initiative aimed to boost visibility, engage with new communities, celebrate current members and grow our membership base. To generate excitement and encourage participation, each branch hosted a giveaway tied to its grand opening. In Kotzebue, we gave away a snowmachine, while Wasilla and Skagway featured ATV giveaways. The prizes were selected to reflect the lifestyles of each community.

Park Community Credit Union – Louisville, Ky.
In 2024, Park Community Credit Union launched “Catch the Vibe KY,” a bold brand campaign that reintroduced the organization through its core values: Vibrant Connection, Inclusive Excellence, Bold Compassion, and Endless Empowerment. More than a brand update, the campaign served as a values-driven strategy designed to deepen community connection, expand reach in CDFI-designated neighborhoods, and position Park as a modern, mission-focused financial partner

Community Financial Credit Union – Plymouth, Mich.
Community Financial Credit Union’s One Pride Certificate of Deposit transformed sports enthusiasm into a practical tool for financial wellness. Recognizing Michigan’s leading position in the online gambling market, CFCU introduced a risk-free financial product for passionate sports fans: a 2.00% APY CD with performance bonuses tied to the Detroit Lions’ scores—offering a maximum return of 7.25% with zero risk to principal. The product was backed by deep member insights, with CFCU using Vertice AI to identify sports-engaged members and deliver personalized outreach to maximize relevance and impact.

Sandia Area Federal Credit Union – Albuquerque, N.M.
Sandia Area Federal Credit Union’s Peak PLUS Checking campaign exemplifies innovation in both product design and marketing execution. With a bold, adventure-themed approach inspired by the iconic Sandia Mountains, the campaign introduced high-value, fee-free checking products that reward members for everyday banking—through cash back, high-yield dividends, and ATM fee reimbursements.

OnPath Credit Union – Metairie, La.
In June 2025, OnPath Credit Union launched OnPath Fest, a vibrant campaign and community celebration marking the grand opening of its new Gonzales branch. With free food, live music, games, local vendors, giveaways, and a 2025 Chevy Silverado raffle, the event welcomed members and non-members alike to experience OnPath’s people-first values in action. Backed by a multi-channel campaign—including email, paid social, radio, streaming video, digital display, influencer support, and a branded landing page, OnPath Fest attracted strong turnout and lasting engagement.

Philadelphia Federal Credit Union – Philadelphia, Pa.
The Philadelphia Federal Credit Union (PFCU) is a thriving one-of-a-kind institution serving Philadelphia and its surrounding regions, offering some of the most uniquely local and endearingly genuine banking and branding in the entire area. With this digital display ad digital campaign, PFCU increased brand awareness, boosted local membership, grew their online/mobile banking take-rate, and accelerated their new-account growth (especially checking accounts).

Silver State Schools Credit Union – Las Vegas, Nev.
In 2025, SSSCU launched its most ambitious credit card campaign to date, offering 0% APR for six months on Purchases and Balance Transfers across both its 2% Cash Back and Low-Rate Credit Cards. Targeting new and existing cardholders through segmented emails, Digital ads, Social Media, and in-app promotions, the campaign drove measurable growth: a 105% increase in applications, a 130% increase in card transaction volume, and an 18x increase in Balance Transfers compared to the same period in 2024.

Addition Financial Credit Union – Lake Mary, Fla.
In 2024, Addition Financial Credit Union launched a bold and imaginative animated commercial series that redefined how a financial institution can connect with its community. Rooted in market research and crafted with an inclusive, bilingual approach, the campaign told emotionally resonant stories of individuals who feel overlooked by large national banks -- and showed how Addition Financial sees and supports the “real you.” Produced in both English and Spanish, the series aimed to reflect the diversity of Central Florida while promoting financial empowerment and personalized service.

Chartway Credit Union – Virginia Beach, Va.
Last year, Chartway Credit Union launched a marketing campaign to empower Hispanic and immigrant consumers in Utah. Recognizing the unique challenges faced by the Hispanic community, the campaign aimed to provide accessible, affordable financial services tailored to their needs. The primary objective was to support Hispanic individuals without a social security number in obtaining loans for homes or automobiles using their Individual Taxpayer Identification Number (ITIN). To achieve this, Chartway expanded its Spanish-speaking team by 60%, bringing the total to over 80 team members, and designated 100% bilingual branches in Texas, Utah, and Virginia.

Y-12 Credit Union – Oak Ridge, Tenn.
As Vice President of Marketing at Y-12 Credit Union, Amber Price has been instrumental in transforming the Credit Union’s marketing strategy into a mission-driven engine for growth, engagement, and community impact. With a keen ability to blend creativity, strategy, and authenticity, she has elevated Y-12 Credit Union's brand to reflect its deep-rooted commitment to “People Helping People.” Most notably, Amber played a key role in leading external communications surrounding the successful acquisition of First State Bank of the Southeast. The thoughtful approach to messaging and branding ensured consistency, minimized disruption, and helped unify two cultures under a shared purpose.

Excellence in Marketing – Credit Union ($1B & Below)

Cedar Point Federal Credit Union – Lexington Park, Md.
Cedar Point's charming 30-second video commercial depicts Steve running to the gym, when he hears from a friend about Cedar Point’s Rate-Loss Challenge, dropping the regular rate by one full percent. He immediately decides to run to the credit union, instead of the gym, to take advantage of Cedar Point’s low rates! With this unique approach, Cedar Point increased its total loan disbursements by 142% and total approved loans by 151%. The credit union saw an increase of 264% in New Auto Loan Disbursements in the direct channel, and 201% in the indirect channel. Cedar Point's commercial ran locally on cable and streaming, alongside a Google ad that received 2.17 million impressions, with 41 thousand clicks.

Mirastar Federal Credit Union – San Jose, Calif.
Mirastar Federal Credit Union’s meteoric rebrand stands as a model of Marketing Excellence in the credit union movement. By transitioning from a county employees’ credit union to a bold, community-serving brand, Mirastar transformed its positioning, accessibility, and cultural relevance. The October 2024 launch delivered a fresh name, imaginative visual identity, and member-focused experience that resonated across generations and communities.

Tucson Federal Credit Union – Tucson, Ariz.
Tucson Federal Credit Union is being recognized for its outstanding JumpStart and JumpUp youth account campaigns, which exemplify excellence in marketing and community impact. Designed to promote early financial literacy and strengthen family engagement, these campaigns offered tailored products for children and teens, coupled with a $50 bonus for account opening, online banking enrollment, and debit activation.

Members Choice Credit Union – Ashland, Ky.
Under new leadership, MCCU launched a refreshed branding campaign, “Your Money. Your Future. Your Choice.” focused on returning to core values while prioritizing people over profits. This initiative reenergized the credit union’s identity and strengthened its connection to both existing and new members. Through a mix of digital media, community-focused storytelling, and targeted outreach, MCCU significantly expanded its reach and member engagement. Their marketing approach emphasized authenticity, accessibility, and local involvement, reflecting their mission to empower individuals and uplift communities.

TruEnergy Federal Credit Union – Springfield, Va.
TruEnergy Federal Credit Union’s Hot Girl Summer campaign redefined what a credit union marketing initiative can look and feel like. With bold visuals, cheeky slogans like “The Girl Math Works Out!” and an unapologetically fun tone, the campaign flipped the script on traditional financial promotions and delivered real results. Targeted toward women ages 25–40, the campaign promoted TruEnergy’s vacation loan product as a self-care tool, not just a financial solution. The response was overwhelming: a 25% increase in applications, clicks, and feedback; new members joining via the campaign; and dozens of call center comments praising the campaign’s humor, relatability, and refreshing honesty.

Mid Oregon Credit Union – Bend, Ore.
Mid-Oregon Credit Union has seen astounding growth. This is true of both new member acquisition and checking account openings, both of which have led to deeper customer relationships in the form of home and auto loans, home equity lines of credit, business checking, savings and investment products, and more.

BrightStar Credit Union – Hollywood, Fla.
BrightStar Credit Union’s 2025 Onsite Car Sale was a high-impact campaign that blended strategic marketing with strong community engagement. By turning its headquarters into a community hub, BrightStar reinforced its role as a trusted financial partner—reaching over 50,000 people, generating 200+ auto loan applications, and driving $1.6 million in revenue. The campaign used a multichannel strategy, including social media, email, Google Ads, geofencing, and radio, to connect with members—especially educators and working families—and offer accessible, affordable financing options.

North Star Community Credit Union – Maddock, N.D.
North Star Community Credit Union’s 2024 system upgrade, led by its dedicated marketing team, represents a standout example of innovation and member-centric leadership in the financial services industry. This extensive initiative involved transitioning to a new core system and launching an enhanced Anytime Online platform, directly responding to member feedback that called for improved technology and seamless digital experiences. The marketing team executed a comprehensive, multi-channel campaign focused on transparent communication, personalized education, and proactive support. Their efforts ensured a smooth migration for nearly all active users within weeks, while promoting new features such as SavvyMoney—a credit-building tool that supports members’ financial wellness with above-industry-average adoption rates.

Century Federal Credit Union – Independence, Ohio
Century Federal Credit Union's two-person marketing team deserves this recognition as it stems from an innovative and impactful collaboration with the Cleveland Cavaliers and Cleveland Monsters. This dynamic campaign utilized in-arena signage, digital media, and experiential activations, including Fan Appreciation Night, where over 200 branded t-shirts containing $10 cash and QR codes were distributed, achieving a 10% scan rate. This effort successfully engaged diverse audiences and promoted financial wellness.

Signet Federal Credit Union – Paducah, Ky.
In 2024, Signet Federal Credit Union launched Signeture Advice, a creative community outreach campaign that exemplified innovation in member education, local partnership, and digital storytelling. Designed to build brand trust in Marshall County—an area without a current branch presence—this video series combined financial guidance with flavorful collaboration. Each episode featured a custom drink from Dub House, a woman-owned local coffee shop, paired with a financial tip and a hidden code word to unlock the “Signeture Drink of the Week.” The campaign didn't just educate—it activated. For every drink sold, Dub House donated to the Marshall County Exceptional Center, with Signet matching donations. The result? Increased community awareness, 48K+ digital reach, and a 3.2x boost in engagement over past campaigns.