Bellwether Credit Union | EVR Advertising Agency | Manchester NH
EVR Advertising - Boston Medical Center Health Plan

Our Work | Bellwether Community Champions Program

Objective

Bellwether Credit Union was looking to elevate its market presence, develop a team of internal brand ambassadors and highlight its commitment to community service. EVR proposed a public relations strategy to positively position Bellwether at a grass roots level, internally and externally.

Tactics

As part of the PR campaign, EVR’s background in sports partnerships was called upon to negotiate on-field exposure at select New Hampshire Fisher Cats games. We took photos of the Community Champions throwing out the first pitch and used those images in follow-up releases that earned media with regional news outlets.

Community Champions were nominated by the public and we solicited BCCU’s entire member base for nominations with in-branch POS signage and digital efforts. We also reinforced the importance of community amongst the workforce by creating opportunities for employees and senior staff to make public appearances and become engaged in the campaign.

Solution

EVR conceptualized and created a community activation strategy called the Bellwether Community Champions Program to honor ordinary people doing extraordinary things to impact the lives of others. An accompanying PR campaign was designed to gain ongoing and wide-spread exposure of the program through a variety of news channels.

Results

The program earned over $23,000 in media coverage over four seasons. It increased employee morale, engaged members and increased overall brand awareness within the community.

Like What You See?