MidSouth Community Federal Credit Union
MidSouth Community Federal Credit Union is a not-for-profit financial cooperative that offers banking services to those who live, work, worship, or attend school in Bibb, Baldwin, Crawford, Hancock, Houston, Jones, Monroe, Peach, Pulaski, Putnam, Twiggs, Washington, and Wilkinson Counties.
MidSouth members are unique in that they become immediate shareholders, or part owners, of the institution and benefit from significant perks—higher dividends, lower loan rates, and reduced fees—that other institutions cannot provide.
A History of MidSouth
MidSouth was initially established in 1936 as the Bibb Teachers Federal Credit Union and catered to educators, school staff, and their family members for decades. In 1996, the institution rebranded to MidSouth Federal Credit Union to better represent its more diverse and growing membership base. By 2010, MidSouth became MidSouth Community FCU to promote its inclusivity and ability to serve anyone in its 13 chartered counties.
MidSouth Today
With nine branches located across Middle Georgia, MidSouth boasts a membership base of more than 42,000 members and has more than $245 million in assets. The credit union offers all the same services, tools, and products as nationally recognized banking institutions while committing to providing members with personalized, local service, guidance, and advice.
The Need
While MidSouth has been a long-established institution in the Middle Georgia area, many within the community are still unsure about what MidSouth does, who MidSouth serves, and the extent of MidSouth’s capabilities. MidSouth came to M&R with the desire to launch an extensive campaign to address the myths about their credit union with the facts:
MidSouth’s goal was to draw the public’s attention to common misconceptions and simultaneously provide the truth about its services, capabilities, ease of membership, and more.
The Solution
In our initial conversations with the MidSouth team, we realized that the campaign would require an array of marketing solutions to increase brand awareness and reach audiences within the larger Middle Georgia community. We would need to approach this campaign from several angles.
Following detailed discussions with MidSouth’s leadership and marketing team, we landed on the guiding message of the campaign: “Why I Love MidSouth.” Once it was established, we got to work on the various phases of the campaign.
Campaign Setup Phase
In the setup phase, we established the campaign’s overarching voice, brand message, and look.
Our solutions included:
- Testimonial Interviews With Members and Employees
- Tagline
Creation - Testimonial Photography and Videography
- Commercial
Videography - Email
Marketing - Social Graphics
Creation - Landing Page
Creation - Billboard
Design
Campaign Videography
Following the setup and campaign launch, we now manage a number of their marketing channels, promoting MidSouth’s name, capabilities, and products to those eligible for membership throughout Middle Georgia.
Our solutions include:
- Custom Social Media Packages
- Social Ads
- YouTube Ads
- Hulu Ads
- Reporting
Services
From the Client
“We came to M&R Marketing with a campaign idea, and they helped us strategize the concept that best fit our brand. Their insights and creativity took our campaign to the next level, perfectly aligning with our audience and goals. They understood our vision, refined it, and brought it to life in ways we couldn’t have imagined on our own. We are beyond pleased with the outcome.”
– Melissa Topping
