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: After Hurricane Katrina, this large credit union on the Mississippi Gulf Coast didn’t want to become impersonal.

Approach: Many Keesler Federal members were affected by the life-changing event of the tremendous storm, and turned to their credit union for help. As a $2 billion credit union, Keesler Federal was able to help people begin rebuilding immediately, opening their doors before any other financial institution in the area. Raoust + Partners came in during this time when there was a tremendous opportunity to show what really made a difference in people’s lives, especially after this important event. We developed the tagline, Important you. Important to us. that conveyed Keesler Federal’s rock solid commitment to its membership, highlighting specific members who told their own personal stories in print, radio and TV. They were emotional and powerful, and showed how this growing credit union hadn’t lost its ability to take care of what was truly important to members, in big and small ways. Other communications, including collateral and Web, carried this theme and defined the credit union as responsive and sensitive to the different needs of its individual members.