Prospera Credit Union

Future Strong Merger

Digital strategy | Copywriting | Website management | Client services

Background:

In 2019, two B.C. credit unions needed help to relaunch a proposed merger after an earlier attempt fell through. While the merger promised significant benefits for members and employees, the challenges were just as big. Members of the smaller credit union feared losing their values in a larger organization, reduced community support, an ongoing union dispute, and high-profile branch closures. To move forward, both credit unions needed to engage members and employees—raising awareness, shifting perceptions, and securing a strong vote in favor of the merger.

Strategy & Execution:

While part of the digital team, I worked closely with other departments at Edelman to lead the merger’s digital strategy and helped launch a robust digital campaign to convince members of the merger’s merits.

The campaign, “Future Strong” was designed to engage both internal and external audiences with clear, persuasive and insight-driven messaging. It addressed employee and member concerns while highlighting the merger’s potential.

I worked closely with our teams to develop a dedicated Future Strong website, robust email marketing strategy, targeted social media and paid digital media campaigns.

Results:

The Future Strong campaign resulted in an overwhelmingly positive vote from members of both credit unions, with almost 8,000 positive votes cast. The merged credit union is now the 6th largest in Canada, with more than $9.5 billion in assets under management.