Objective:

Looking to strengthen its messaging through a cohesive, steady media presence, Denver-based Westerra Credit Union (Westerra) tapped Impact PR & Communications (IPR&C) for an annual engagement beginning in 2025. Throughout the first 12 months of the partnership, IPR&C worked proactively to build the credit union’s brand equity across Colorado, position its C-Suite team as thought leaders, highlight its commitment to financial literacy and educators and creatively position community partnerships to expand news coverage and social media traction.

Strategy:

• Build on and eliminate missed public relations opportunities by consistently and proactively communicating key messages to target audiences using a variety of tactics – news announcements, executive interviews, compelling visuals, event promotion, expert thought leadership articles and more.
• Broaden media coverage, deepen reporter relationships and increase brand recognition in regions served, including planning around key business themes.
• Distinguish Westerra from its seven identified market competitors and from larger institutions by highlighting its personalized approach.
• Highlight the credit union’s community do-gooding, key new hires and promotions, and meaningful corporate initiatives.
• Make the public aware of Westerra’s breadth of offerings, including its financial advisory services.
• Showcase Westerra’s heritage as a teacher-founded organization and its values of teaching one another to prosper in personal finance.
• Create external messaging, as applicable, and serve as a sounding board for communications around internal priorities.

Results:

During the first year of its engagement with Westerra Credit Union, IPR&C:

• Garnered more than 190 media placements, a 30% increase from the year prior.
• Increased the number of stories resulting from press releases and captioned photos by 129% and the total of features and roundups by 167%.
• Secured mentions in top-tier publications such as Forbes and Benzinga, as well as industry-leading outlets like Credit Union Business News and CUInsight.
• Submitted Westerra and its employees for 11 different award opportunities, which resulted in multiple wins.
• Following the success of the ongoing engagement, Westerra expanded its partnership, engaging IPR&C for two additional projects alongside its current program.