With so many financial institutions vying for consumers’ attention it isn’t always easy to stand out and get noticed. Educators Credit Union, which has been serving southeastern Wisconsin residents for 80 years, asked Celtic to help them get the word out about their organization and bring their new branding and tagline to life.

Sharing knowledge – and the brand’s mission

Educators Credit Union began as a financial institution for teachers. Now open to all residents of southeastern Wisconsin, the organization is extremely proud of its roots. Their history and pride helped shape their new tagline: “For the teacher in you.”

It was up to the team at Celtic to bring the new tag and a new brand identity to life through a television and radio campaign.

ECU Behind the Scenes
ECU Behind the Scenes
ECU Behind the Scenes
ECU Behind the Scenes

We created a spot inspired by the tagline that brought together six strangers, each with their own unique skill. We paired them off, and gave them the chance to teach one another as the cameras rolled. As the day unfolded, we captured real moments of discovery and one-on-one connection as they happened. Everyone had a chance to be a teacher and a learner – an idea that truly captures the Educators Credit Union mission.

A radio spot and banner ads – some using geo-fencing to precisely target key demographics – also supported the campaign.

Before Educators’ brand update, we created this TV spot promoting credit union membership as well as an app exclusively for members.