Brand Messaging or Positioning Campaign

How Navy Federal Credit Union enhanced its brand

Strong media pickup and social media posts from members of Congress helped spread the word.

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Navy Federal Credit Union—the world’s largest credit union—wanted to find a new way to support its audience of active duty service members, veterans and Department of Defense employees. The credit union’s public relations agency of record suggested a campaign geared toward supporting service members transitioning to civilian life. By reaching this segment of its audience, the credit union could deliver information not previously available while raising its profile with service members returning to civilian life. The campaign has won Navy Federal Credit Union first place in the “Brand Messaging or Positioning Campaign” category of PR Daily’s Media Relations Awards.

The credit union sponsored research into the best U.S. cities for veterans to live after completing their service, based on factors like income, employment rates and proximity to VA hospitals and military bases. The research resulted in a Top 20 cities list, the kind of list sure to attract media attention, particularly when promoted through effective media outreach. (Oklahoma City topped the list.)

The team developed an integrated communications strategy using earned, paid and owned media across online publications, local broadcast, social media and other channels. The list appeared in USA Today, on Military.com, in nearly 100 local markets and a host of military publications. A satellite and radio media tour delivered more than 20 bookings, and social media posts from members of Congress also got the word out.

Congratulations to Aubrey Quinn, Sasha Bennett, Dan Cummins, Serena Gleklen, Brian K. Parker, Michael Rudin and Martin Miller.

View More Media Relations Awards 2019 Winners.

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