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Visions’ marketing recognized during CUNA’s Diamond Awards

Visions Federal Credit Union says that the Credit Union National Association (CUNA) recognized two of its marketing initiatives at its Diamond Awards competition. (PHOTO CREDIT: VISIONS FEDERAL CREDIT UNION)

The Credit Union National Association (CUNA) has recognized Visions Federal Credit Union for two of its marketing initiatives. CUNA awarded Visions the Business Development Efforts award for its 2021 Business Services Suite campaign, along with the Diamond in the Rough award for the Tompkins County debit-card contest. CUNA presented the awards as part of its […]

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The Credit Union National Association (CUNA) has recognized Visions Federal Credit Union for two of its marketing initiatives.

CUNA awarded Visions the Business Development Efforts award for its 2021 Business Services Suite campaign, along with the Diamond in the Rough award for the Tompkins County debit-card contest.

CUNA presented the awards as part of its marketing & business development council’s Diamond Awards competition, Visions said in an April 18 news release.

The Diamond Awards honor credit unions in 35 categories, ranging from direct mail to website marketing to public relations to social media.

Judges evaluated entries based on strategy, design, production, creative concept, copy, communication, and results. This year’s Diamond Awards competition considered close to 1,200 entries, and 86 credit unions won Category’s Best Awards and 262 won Diamond Awards.

“Diamond Awards are the gold standard of achievement in credit-union marketing and business development,” Marella Nardotti, chair of the Diamond Awards, and VP of marketing for NextMark Credit Union, said. “Inventiveness in effectively achieving and exceeding objectives is what these awards honor.”

Visions recognition

The “Diamond in the Rough” award recognizes campaigns with a big impact on a limited budget.

Visions was new to Tompkins County and the Southern Tier, so the credit union put together a contest that would raise awareness through community involvement. A photo contest invited entries from residents that showed off Tompkins County scenes. The winning image appeared on a debit card available at all branches, Visions said.

Another campaign won in the “Business Development Efforts” category. The marketing effort sold Visions Business Services Suite in a “unique way” that included mailings targeted at small-business owners. They received direct mail at work and at home, each with their own messaging. As an incentive for signups, Visions said it made donations to local chambers of commerce for each account opened.

Eric Reinhardt