FedChoice - Banking Built By Federal Workers For Federal Workers

FedChoice Federal Credit Union

For D.C.’s Federal workforce, choosing to work in public service is a calling. It can also be a financial challenge.

During the last financial shutdown, 62% of Federal Workers drained their savings to make ends meet. FedChoice Federal Credit Union knew it had to step in and help. As an organization founded by IRS employees almost 90 years ago, their commitment is second to none. However, FedChoice saw its membership growth gradually slowing.

Prager Creative was selected as full-service Agency of Record to provide strategy, creative and media planning after a meticulous RFP process. Through extensive research on consumer and marketplace trends, in-depth analysis of local and national competitors, and interviews with leadership, Prager Creative developed a complete brand repositioning and messaging strategy that allowed Federal workers to instantly connect with FedChoice’s mission, values, and financial products.

Research indicated that the last thing Federal workers wanted from a financial institution was a one-size-fits-all approach to banking. They needed a place to hang their hat without judgment. FedChoice’s messaging now speaks to the exact values Federal workers represent. By positioning itself as a trusted resource for ethical, compassionate banking, D.C.’s public servants see themselves in every FedChoice campaign.