Growing Credit Union
Prior to Merger
Efforts Resulted in 264 Media Hits,
Nearly 120 Million Impressions and
an Advertising Value of More than $6.1 Million
Case Study by
POINT
TAKEN
The Challenge
121 Financial Credit Union, one of the largest credit unions in Jacksonville, Florida, was seeking to grow assets and membership.
The Solution
Point Taken employed a variety of public relations tactics to promote 121 Financial Credit Union, both in the local media and in trade publications. By showcasing businesses that received loans from 121 Financial (some of which were turned down by other banks or credit unions), Point Taken secured a variety of media coverage for 121 Financial and their customers. Additionally, Point Taken wrote and applied for a number of awards to showcase 121 Financial Credit Union leadership, winning a variety of recognitions including Ultimate CEO and 40 Under 40. Point Taken also managed a back-to-school drive for Sulzbacher, a nonprofit providing services for the homeless and a holiday teddy bear drive for Ronald McDonald House, a nonprofit dedicated to supporting families with sick children. When 121 Financial announced a merger with VyStar Credit Union, Point Taken managed all communications to members and employees, working closely with the VyStar PR team to ensure all messaging was cohesive and comprehensively answered questions from journalists, members and employees.
The Result
Point Taken’s efforts over a little more than a four-year period resulted in 264 media hits, nearly 120 million impressions and an advertising value of more than $6.1 million. The press coverage helped lead to a 45% asset growth as well as membership growth of roughly 10% annually. Additionally, Point Taken’s work yielded a vote in favor of the merger with VyStar Credit Union, offering members more options (such as additional branches, ATMs and new membership benefits), while still providing the same excellent customer service and culture members enjoyed at 121 Financial Credit Union.
Date: Dec. 2023
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Point Taken Communications, a boutique Jacksonville public relations and marketing firm serving brands nationwide, creates engaging campaigns that ignite positive change and move audiences to action. We go above and beyond, ensuring each client gets the best return on its investment. Our team of senior professionals has decades of experience bringing bold, creative ideas to life to help companies and nonprofits grow and evolve. At Point Taken, our clients inspire us to fuel progress for your organization, your industry and our world.