Raoust + Partners

This credit union is headquartered in Hilliard, Ohio, has 20,573 members and has assets of $115,638,398. Its messaging carries a certain “Ohio-ness” to it that proud Ohioans embrace.

Challenge: To create a unique way to talk to Ohio State college students and compete with big banks on campus.

Approach: The Credit Union of Ohio wasn’t a big player on the Ohio State campus, so while the credit union was renovating their branch there, Raoust + Partners created a launch strategy with communications that spoke directly to students in a familiar tone and language. We began with a Web portal, MoneyGrowsOnBuckeyes.com, which defined the credit union as their credit union. Other communications included transit and point-of-sale pieces that promoted financial literacy seminars the CU of Ohio was offering, as well as direct branch merchandising through posters, teller windows, bookmarks, and even printed paper coffee cups for the coffee café outside the new branch. All in all, these were messages that deeply resonated with college kids.