Raoust + Partners

This credit union, the largest in Mississippi, is headquartered in Gulfport with 189,099 members. It has $1,852,833,357 in assets. Its core brand works to show members what matters to them matters to the credit union, in good times and challenging times.

Challenge: Like individual members, business owners and employees on the Mississippi Gulf Coast also experienced the devastation of Hurricane Katrina and this large credit union didn’t want them to feel ignored.

Approach: Raoust + Partners took a very similar route with businesses as it did with individuals: to show how Keesler Federal, the state’s largest credit union with $2 billion, would take the time and effort to address a business’s specific needs, especially after the severe storm impacted the market so profoundly. We created a new personality for Business Development communications that targeted Select Employee Groups (SEGs): Important to your employees. Important to your business. This line mirrored the tagline message we had developed for members: Important to you. Important to us. We told the same story of response and commitment, emphasizing a business’s need to grow and take care of its employees.