SECU
Here’s to the Seekers.
How do you breathe new life into an iconic Maryland brand?
Client Challenge
SECU, the largest credit union in Maryland, came to Planit in need of a long overdue brand refresh. They needed a campaign to put them back on the map and back into the hearts of their community.
Planit's Solution
SECU’s mission is to strengthen and enrich the lives of their neighbors in the communities where they operate. To help all of Maryland feel SECU’s vision and values, we created a multi-faceted omnichannel campaign to increase brand awareness, educate consumers about the powerful not-for-profit goodness of a credit union, and highlight SECU’s incredible commitment to the community.
70,000 ACTS OF KINDNESS.
To highlight SECU’s long-standing commitment to giving back, we helped develop an annual Kindness Connects campaign. With a challenge to SECU’s employees and communities to commit 70,000 acts of kindness.
Other tactics included:
• Pre-launch/launch/post-launch strategies
* Kindness Kit concept and design
* Press releases & digital press kit
* Media cheat sheets
* Media events
* Influencer engagement
A SUPER DEBUT.
Launched during the Super Bowl, “Here’s to the Seekers” was developed for all those who seek more, different, and better for their families, for their communities, and from their financial institution.
Other tactics included:
• TV
• Print
• Radio
• Outdoor media
• Display ads
• Social media ads
SEEK BETTER BANKING.
Through this campaign, we made the concept of a credit union feel fresh, approachable, and aspirational. At the same time, our strategic use of the word “Seekers” helped solve another challenge for SECU: people didn’t know how to pronounce their brand name (“see-cue”).
108.9MM
total impressions
96,162
acts of kindness across 12 states
118%
Grew
YouTube Channel subscribers
93
pickups from PR Newswire
4.4
earned media impressions
