113 Media Mentions | 137.4 Million Estimated Audience | $4.86 Million Estimated Publicity Value
How a multi-state media strategy helped a credit union achieve a $1 million fundraising goal while unifying members across Texas, Nevada, and Michigan around fighting hunger.
The Challenge
Redstone Federal Credit Union is deeply embedded in the communities it serves, investing in financial education, students, families and local organizations.
The challenge wasn’t finding good things happening at Redstone. There were plenty.
The opportunity was identifying which of those initiatives had the ingredients of a compelling news story, connecting them to larger conversations and turning Redstone’s ongoing community impact into sustained earned-media visibility.
Our Approach
National Strategies PR developed an earned-media strategy designed to look beyond announcements and uncover the larger stories inside Redstone’s work.
Our team identified opportunities across financial education, community giving, scholarships, consumer financial guidance and Redstone’s 75th anniversary, then developed distinct angles designed for the audiences and journalists most likely to care about them.
Rather than treating each initiative as an isolated press release, we continually asked:
Why does this matter outside of Redstone?
And:
What makes this a story right now?
That approach turned individual organizational initiatives into broader conversations about financial literacy, education, affordability and community impact.
Community Impact Becomes News
One example came from Redstone’s 75th anniversary.
Instead of simply celebrating the milestone, Redstone used its anniversary to help people throughout its communities with groceries, gasoline, utility bills and other everyday expenses.
That created something far more powerful than an anniversary announcement: a human story about what 75 years of community commitment actually looked like.
Other opportunities came from Redstone’s student-operated credit union branch at Blackman High School, scholarships for students, its Community Impact Grant program and financial guidance tied to moments when consumers were already looking for answers.
The stories were different.
The strategy behind them was consistent.
Find the human impact. Connect it to the larger conversation. Give journalists a reason to care.
Results
| 113+ Media placements across multiple primary markets | 137.4M Combined audience impressions | $4.86M Ad value |
| Featured Articles in major newspapers and business publications | Acts of Brightness Successfully highlighted community efforts | Increased Member engagement and transaction activity |
Impact
Redstone’s stories reached audiences well beyond its immediate footprint, with community and financial-education stories extending into additional markets and national distribution.
But the larger result was creating a consistent earned-media engine around work Redstone was already doing.
Because doing good work is only the beginning. The right story helps that work travel.
Your Organization Is Already Doing Things Worth Talking About.
National Strategies PR finds the story and gets it into the conversation.
Let’s Talk.
