Unleashing a powerful community.
We extended the Lake Trust brand by telling genuine stories of positive impact, all focused on cultivating long-term memberships and uplifting Michigan communities. We call them empowerment stories.
The Situation:
Lake Trust Credit Union celebrates community empowerment in everything they do. But communicating this message to audiences that care primarily about rates and products can be a challenge. We needed a solution that would build the brand in a meaningful way — and build connections with members across our state.
The Solution:
Authentic stories of financial well-being. A simple, consistent soundstage. A simple, consistent set of interview questions. A simple, consistent strategic direction. All coming together to create complex, dynamic stories that showcase the humanity of everyone who joins Lake Trust.
The Results:
Empowerment stories feel like a natural extension of our rebranding efforts in 2020. In partnership with the Lake Trust team, we are refining our focus on the individual member. Their goals. Their dreams. Their power.
Recent reports indicate that audiences in our state are enjoying and sharing the message behind the campaign. To date, we have created 8 stories, featuring members who needed small business loans, estate and wealth planning, auto loans, and more. Social media metrics reveal that Michigan users are 2X more likely to click on an empowerment story than typical platform content. It’s clear that these stories resonate with community members who believe well-being is possible by partnering with a powerful financial institution.
