LAFCU advertising campaigns win awards

LANSING, MI (February 8, 2018) — LAFCU has won two marketing awards in the 15th Annual Service Industry Advertising Awards competition.

The winning entries were for comprehensive advertising campaigns promoting LAFCU’s home loan programs via television, radio, print, outdoor and digital advertising as well as internal marketing to communicate with members. The work was produced in partnership with Harvest Creative Services, Lansing.

“As a local, member-owned financial institution, it’s important that LAFCU continually offers quality financial products to members and ensures that they and others in the community are aware of the benefits of these products,” said Kelli Ellsworth Etchison, LAFCU senior vice president marketing.

“We aimed for attention-grabbing creative that would deliver results, and these campaigns achieved that goal. Being recognized among the best in the service industry is an added plus.”

The New Roof campaign promotes LAFCU’s home equity line of credit program (HELOC); the Outgrown Your Home promotes LAFCU mortgages.

The creative concepts for both LAFCU campaigns use humor to establish a problem for which LAFCU offers a resolution. Humor also supports the credit union’s welcoming brand.

In the New Roof campaign, a comical couple is frustrated with their leaky roof. “Now can we get a new roof?” the wife asks.

The Outgrown Your Home campaign depicts family members living in a too-small house and illustrates moving to a larger home can benefit an entire family. “OUTGROWN your home?” is the question posed.

Visit LAFCU’s YouTube channel to view the award-winning TV commercials.

In this year’s contest, judges evaluated the advertising excellence of more than 1,600 entries from service industry providers around the world and recognized the top 282, or about 18 percent.

This billboard is part of the award-winning LAFCU New Roof advertising campaign. A comical couple frustrated with their leaky roof promotes the credit union’s home equity line of credit program.

The award-winning Outgrown Your Home campaign promotes LAFCU’s mortgage program by showing that moving to a larger home can benefit an entire family. The billboard is pictured.

About LAFCU (MI)

Chartered in 1936, LAFCU is a not-for-profit financial cooperative open for membership to anyone who lives, works, worships or attends school in Michigan and to businesses and other entities located in Michigan. The credit union serves 74,000 members and holds over $986 million in assets. It was named a Best Credit Union to Work For in 2020. LAFCU offers a comprehensive range of financial products and services as well as an expanding complement of financial technology solutions. Members enjoy benefits such as low fees, low interest rates on loans, high yields on savings, discounts, knowledgeable employees and nationwide access to fee-free ATMs. A recipient of the national Dora Maxwell Social Responsibility Community Service Award for credit unions, LAFCU enriches the communities it serves by supporting many organizations and causes. To learn more about LAFCU, call 800.748.0228 or visit


Ashley Sandborn
Vice President, Publicom Inc.

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