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The team at Affinity Federal Credit Union longed for a better way to communicate their mission to both members and potential members. While their annual report served up key financial information and the traditional forward-looking perspective, they wanted to incorporate the emotion and feelings that only a video can generate. They turned to Westamerica’s Video Production Services.

Working with Account Manager Bree Booth, their team decided that a dedicated “Mission Video” would deliver on AFCU’s key objectives in all forms of media to:

  • Explain the credit union’s purpose
  • Celebrate the commitment to the community
  • Highlight the credit union’s focus on financial well-being

“In addition to getting the main message across, we also wanted to make sure that the content within the video was easily transferable to other media,” explained Bree.

“While a video itself is very powerful, there are many avenues to repurpose and reuse video segments in other areas such as in-branch, social media, the website, employee newsletters and intranet, and more. The content created within a single video has much potential for additional impact.”

The messaging strategy was deliberately very broad and designed to relate to a large group of viewers, including current members, potential members, the general public, staff, and other stakeholders. The AFCU team’s goal was to communicate that it is a member-centric organization that equally balances what’s best for the member with what’s best for the institution.

In order to reinforce credibility and support the brand promise, Westamerica utilized client-provided photos and videos from AFCU events accented with diverse stock footage.

Watch the video here. 

The 2:17 video is now featured throughout their organization and on social media platforms.