Work / Community Choice Credit Union

Case Study

Billion-dollar merger communication

Community Choice Credit Union was on a steep growth path, breaking away from other credit unions who were struggling to change with the times. They hired a nationally renowned Chief Marketing Officer who needed a strong team that could support their goals.

Our Role

We were chosen as their strategic partner, consulting on external communication and media relations during this intense period of growth.


The Community Choice vision was to grow quickly but meaningfully as they increased access to financial technology across a wider geographical area. Our challenge was to make them known for having both the strength of big banks and the community focus of hometown credit unions.

Our Solution

We partnered with executive team to deploy strategic media campaigns that earned the right media, at the right time, to support growth goals.

  • Credit union trade media: We positioned Community Choice as an attractive merger partner by conveying advanced technological offerings and stability for merger partners.
  • Local media: In merger partners’ local markets we assured local residents that their jobs were not in jeopardy and that Community Choice will integrate rather than upend. We showed Community Choice’s local commitment through nonprofit and foundation contributions.
  • Business media: We lead with growth-focused language in outlets like Crain’s Detroit, DBusiness and other business media in order to position Community Choice as a strong merger partner.

In less than three years Community Choice grew from $560 in assets to $1B, and they continued to be sought after as an attractive merger partner.


mergers announced across 3 years


measurable backlash from partner communities


positive media features across local, trade and business media

“Having Lindsey and Adela’s team as our PR partner was huge. They undeniably understand people, the media, and how to meet a wide variety of needs within a single campaign. They are the best at this — unlike any other agency I have worked with during my 30-year career.”

-Alan Bergstrom, former Chief Marketing Officer, Community Choice Credit Union