Brand Awareness Campaign Earns National Recognition
Client: MECU Credit Union
Integrated campaign to bring awareness as well as a show of thanks to Baltimore’s city workers.
PROJECT SNAPSHOT
INDUSTRY:
Credit Union
SERVICES:
Brand Strategy, Campaign Planning, Advertising, Digital Marketing, Creative Development, Awareness Campaign
OBJECTIVE:
Reintroduce a recently refreshed brand and rebuild awareness after the pandemic
RESULTS:
Increased website traffic and conversions
- New member growth
- CUNA Diamond Award, Best in Category
The Opportunity
A new brand only succeeds when people experience it. Following a brand refresh just before the COVID-19 pandemic, MECU needed to rebuild brand awareness, reconnect with members and introduce its refreshed identity to Baltimore’s municipal employees through a strategic credit union marketing campaign.
The Strategy
The strongest awareness campaigns start with people, not products. Kearley built the campaign around Baltimore’s firefighters, police officers, educators, healthcare workers and other municipal employees, reinforcing MECU’s commitment to the community while increasing visibility among current and prospective members.
The Solution
People came before products. Kearley developed a strategic marketing campaign that combined creative advertising and targeted messaging to strengthen brand awareness, increase member engagement and position MECU as the trusted financial partner for Baltimore’s municipal workforce.
The Results
The campaign successfully reintroduced MECU’s refreshed brand while driving measurable business results.
- Increased website traffic
- Higher conversion rates
- Growth in new member acquisition
- America’s Credit Unions Diamond Award for Membership Marketing
- Best in Category recognition
The campaign demonstrated how strategic storytelling can strengthen brand awareness and support measurable growth.
Video Assets
Digital Assets
THE KEARLEY
TAKE
People connect with organizations long before they connect with products. The strongest awareness campaigns build trust first. Growth follows.
Print Assets
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Whether you're launching a financial product, growing membership, increasing fundraising or repositioning your brand, Kearley helps organizations connect strategy with measurable business results.