Drawn Agency

WSECU

Co-ing the extra mile for a financial cooperative

As a 60 year stalwart institution in Washington state, and sitting as the 12th-largest credit union in the country, WSECU was still a relatively small player in the eastern city of Spokane. When WSECU asked us to create a digital brand awareness campaign that would intrigue millennials on a limited marketing budget, we decided to go ask said millennials themselves what they expect in a financial institution. We traveled the state, heard from the people, mapped a strategy, and started to drive a long-term vision for the brand.

WSECU Let's Co graphic reading Nominate Someone C-oing above & beyond for Spokane

Red apple-shaped Let's Co badge with WA 57 lettering on grey, WSECU campaign

Two Let's Co cards, one with orange gardening icons, one with a pink Today Tomorrow pattern, WSECU

Colorful Let's Co WSECU co-op fabric badge pinned to a jacket beside wooden market tokens in a hand

Communicating the Significance of Co-ops

While most credit unions were leaning in to look more like community banks, we pulled back to remind everyone that a credit union is, first and foremost, a financial co-operative. We encouraged the Spokane community to collectively keep committing to the common good, and to contribute to a better tomorrow: “Let’s Co!” To improve brand awareness, we spent nine months showing Spokane how the credit union cares for its members and community.

Three phones showing WSECU Let's Co Instagram posts asking what a co-op and credit union are

WSECU Let's Co poster, Commit To Today Contribute To Tomorrow, over a woman by a lake

WSECU Let's Co poster of a man and dog in a canoe, Discover the co-operative side, HeyLetsCo.org

WSECU Let's Co poster, Nominate Someone C-oing above & beyond for Spokane, over a sunset welder

Three phones showing WSECU Let's Co Instagram ads, Cooperative is just better, social campaign

Say Hello to the Co Corps

To engage with the Spokane community in a distinctive way, we added analog elements to our digital campaign strategy: As we built microsites, a surprising social media presence, and digital advertising, we also connected WSECU employees with their communities by actually getting them out on the streets, interacting with their members (and potential members). The Co Van carried the “Co Corps” from coffee shop to festival to soup kitchen — all with the goal of providing experiences of delight.

Rusty unrestored vintage step van with open side door parked on gravel, WSECU Let's Co build

Grey vintage step van with whitewall tires mid-restoration in a lot, WSECU Let's Co build

Hand-drawn floor plan sketch of rooms A through E with a final wall and timing notes, WSECU build

People by the WSECU Let's Co van and a Share Your Story video booth at a TEDx event

WSECU Let's Co fortune cookies on a branded card, slip reads Whatever it is, do it well

Two people in Let's Co tees carry tote bags through an outdoor farmers market, WSECU campaign

Four views of a bright WSECU Let's Co pop-up shop with goods on wood shelving and colorful walls

Commit To Today, Contribute To Tomorrow

So many messages focus on living for today — or focus entirely on tomorrow — but our research confirmed that people really want to balance both. And we agreed. So, we made some commercials about the today-tomorrow balance.

Restored WSECU Let's Co van with green and striped wrap driving a hilly road under cloudy sky

Designer sketching bag and product concepts on paper at a workbench, WSECU design fabrication

WSECU ad shoot: crew films an actor riding a camera dolly inside a warehouse set with colorful wood panels

Man in cap carries a tall rainbow-striped wooden panel for the WSECU set design

Two crew members talk beside a cinema camera on a WSECU video shoot in a lit warehouse

Compelling Outcomes

After brand awareness was established, phase two of the campaign involved asking people — especially millennials — to become WSECU members: “If you ever need a little help, look us up." Our efforts saw a 133% increase in new millennial membership in Spokane and a 73% increase throughout the rest of Washington. We continued to work with WSECU for several years on social media content and brand strategy.