SELCO Community Credit Union needed to differentiate itself in a fiercely competitive industry that includes not only credit unions, but regional and national banks. When DVA was brought into the fold, SELCO already had a compelling, locally based story to tell and a presence in 26 Oregon counties. What it needed was continuity in its messaging to tell that story more effectively. Stressing SELCO’s Oregon roots and service-oriented approach, DVA embarked on a “Good Life Goals” campaign that personalized the reasons why we use credit unions. We also brought all of SELCO’s marketing and messaging together into one consistent look and feel across all its service lines and various communities. The campaign included digital, public relations, and rich media, and interacted in the digital space by asking consumers what their own Good Life Goals were. Since the campaign began, SELCO has experienced a significant increase in engagement, including a spike in unique users and website traffic.