For as long as financial institutions have existed, banks and credit unions have pulled out all the stops when attempting to differentiate themselves from one another. With product offerings that largely mirror each other, an increase in digital-only banking options to compete with, and faced with a growing “what have you done for me lately” consumer mindset, finding new and unique ways to stand out has become an increasingly uphill battle. For over a decade from early 2016 through July 2026, the task of doing just that for Oregon’s SELCO Community Credit Union fell largely on DVA’s shoulders.
With an abundance of ‘sameness’ in the industry, we set out to demonstrate exactly what SELCO has done – and continues to do – for Oregonians. Of course, we’d be remiss not to champion the legacy of a 90-year-old, member-owned community credit union, but research indicated that placing greater emphasis on the end user benefit presented the best opportunity for incremental gains to be made.
Better Banking, The Accelerator Certificate, Future You, Money Talks, and SELCO Steps Up were just some of the many ways we helped SELCO combine the trust and security of its history serving Oregonians, with championing end user.
Sounds simple in theory, but in practice, it’s easier said than done. Here’s how we did it by connecting the “what have you done for me lately” dots in consumers’ minds.
- — Better Banking Brand Campaign
- — The Accelerator Certificate
- — Future You
- — Money Talks
- — SELCO Steps Up
“Better Banking” Brand Campaign
SELCO Community Credit Union operates in a competitive market dominated by large national banks, digital-only financial institutions, and other credit unions. Consumer research consistently revealed two barriers: digital convenience is a top driver in choosing a financial institution, and many consumers assume local credit unions can’t match the sophistication of national players. SELCO needed to close that perception gap — proving it delivers modern, intuitive digital banking while preserving the warmth and personal connection that define a community credit union.
To meet this challenge, DVA developed the Better Banking integrated campaign — a brand position designed for longevity and flexibility. The creative centered on relatable, everyday moments where digital banking quietly improves daily life, paired with the reassurance that real people and local branches are always there when needed. The subtle use of humor positioned SELCO as an approachable brand with a personality not often associated with financial institutions.
The Better Banking campaign supported both brand storytelling and specific product advertising (checking, mortgage, mobile app features), allowing it to flex between awareness and conversion for brand consistency across all platforms
The “Accelerator” Certificate Product Launch
SELCO Community Credit Union wanted to capitalize on recent Federal Reserve policy shifts and capture the growing consumer demand for high-yield, low-risk deposits. Their goal was to beat the competition to market with an aggressive, standout CD product.
DVA delivered by creating the “Accelerator Certificate” campaign from the ground up. The Accelerator campaign development included everything from the initial product naming and visual identity to high-impact creative assets designed to convey speed, growth, and momentum.
The results were spectacular, resulting in a 1,365:1 return on investment based solely on new money certificates and positioning SELCO as a leader in the high yield Certificate race.
TV
Future You
To meet the need to connect with younger Millennials and Gen Z, SELCO tasked DVA with creating an engaging video campaign for platforms where these audiences spend significant time. The result was “Future You”—a campaign that bypassed traditional banking messaging in favor of humor and engaging storytelling.
Driven by the tagline, “Future You Will Thank You,” the videos playfully nudged viewers to make smart financial choices today for a better tomorrow. By combining relatable humor with closing scenes set inside a local branch, the campaign successfully positioned SELCO as an approachable, friendly, and accessible financial partner.
Better Banking
SELCO’s overarching brand statement, “Better Banking,” highlights the convenience, rewards, and modern digital tools members expect, combined with the stability of a local credit union invested in its community. The campaign raises broad brand awareness while seamlessly supporting product-specific advertising to drive new memberships.
Through relatable storytelling and humor, the campaign showcases everyday moments where SELCO’s digital tools fit effortlessly into members’ lives, positioning the credit union as a trusted, modern financial partner.
Financial Education Video – Money Talks
SELCO is deeply committed to approachable financial education, aiming to place members and prospects on a confident path toward their goals. Recognizing a significant personal finance knowledge gap among young adults—who are often met with overwhelming, technical, paywalled, or inaccurate information—SELCO partnered with DVA to create an engaging, and highly accessible video series, “Money Talks” to help anyone hone their financial skills.
DVA developed a high-quality educational video series that swaps intimidating jargon for relatable language and real-world examples. The ten total videos use unexpected stop-motion animation and bold graphics to capture and lock in attention. They are short enough to hold visual interest, yet deep enough to provide meaningful guidance. The approach is intentionally friendly, accessible, and designed to demystify everyday financial concepts for anyone.
DVA Advertising & Public Relations is a mid-size, strategy-driven, full-service agency located in Bend, Oregon. Established in 1990, we specialize in travel/tourism and destination marketing, outdoor sports and recreation, wine and craft beer, and health care and financial services categories.