Hiway Federal Credit Union receives Diamond Award for outstanding marketing, business development achievements

ST. PAUL, MN (April 2, 2019) — Hiway Federal Credit Union® (Hiway) was recently recognized for outstanding marketing and business development achievements in the credit union industry, receiving four Diamond Awards in the categories of Outdoor, Brand Awareness, One-Time Event and Ongoing Event.

  • Outdoor: This bus and billboard campaign was designed to build brand awareness via a little of Hiway’s brand personality, and featured colorful graphics and statements like “Home. Auto. Midlife crisis. We have a loan for that.” and “Our lenders have fancy titles, like Mike.”
  • Brand Awareness: Hiway won for the “Generations” television spot, which follows a girl’s financial needs from age 5 to 15, growing into a young woman at 25, with the message “As your banking needs change, Hiway Federal Credit Union is there to grow with you.”
  • One Time Event (Best in Category): Hiway Credit Union Foundation Inaugural Fundraiser was the winner in this category. The event, a unique curling outing held at the Saint Paul Curling Club, raised more than $33,000 to benefit financial literacy for underserved youth.
  • Ongoing Event: Hiway’s Hockey Kids4Kids, a collaboration with the Minnesota Wild and Minnesota Hockey, won for an ongoing community event. The program encourages Minnesota youth and High School hockey teams across the state to think beyond themselves and give back to the community using teamwork off the ice to come up with creative ideas to raise money to benefit Gillette Children’s Specialty Healthcare. Teams raised nearly $10,000 in the first year of the program and more than $31,000 in the second year.

“The Diamonds are one of the premier awards programs in our industry, and we were honored to be recognized for our branding work as well as our commitments to our community,” said Tara Graff, Hiway’s Senior Vice President of Marketing and Business Development.

The awards were presented by the CUNA Marketing & Business Development Council at the council’s 26th annual conference held March 20-23 in Las Vegas. Awards are given in each of 36 categories ranging from advertising to community events and beyond.

“The hard work displayed by these credit unions always leaves us feeling inspired and passionate about what we do,” said Amy McGraw, Chair of the CUNA Marketing & Business Development Council’s Diamond Awards Committee and VP Marketing, Tropical Financial CU. “Receiving this award further highlights the dedication they have for our movement and their members.”

For more information on the Diamond Awards or to view the entire list of winners, visit

For more information about Hiway, visit

Hiway Marketing Team (L-R) J-D Harringrton, Jennifer McCorkle, Deb Cariveau-Rogers, Tara Graff, Sharon Bechstein, Abhi Devarakonda.

About Hiway Credit Union

Hiway Credit Union was founded in 1931 to serve the employees of the Minnesota Highway Department. Today, Hiway serves an expanded member base, with more than 90,000 members in Minnesota and nationwide, registers $1.8 billion in assets and welcomes new membership from individuals and businesses. Hiway offers its members unparalleled service and value on the road of life through lower loan rates, higher savings rates, and fewer and lower fees. Hiway operates four high school branches at Como, Harding, Highland, and Johnson High Schools in St. Paul. For more information about Hiway, visit

About CUNA

Credit Union National Association (CUNA) is the only national association that advocates on behalf of all of America’s credit unions, which are owned by 115 million consumer members. CUNA, along with its network of affiliated state credit union leagues, delivers unwavering advocacy, continuous professional growth and operational confidence to protect the best interests of all credit unions. For more information about CUNA, visit

About CUNA Councils

CUNA Councils is a member-led, collaborative community of credit union leaders providing vibrant peer interaction, new ideas and innovation to foster professional development for our members while advocating for the overall success of the credit union movement. There are seven CUNA Councils with a network of more than 7,000 credit union professionals. For more information, visit


Kent​ Wipf
Senior Community Engagement Specialist, Public Relations
651.291.1515 ext. 8249 | 800.899.5626

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