Case Study: Hope Credit Union expands awareness and racial equity impact with Fenton

Hope Credit Union boosts visibility with Fenton after $92.6M ECIP infusion

Hope Credit Union, a leading Black- and women-owned financial institution, received a major capital infusion and needed to raise awareness of its expanded capacity to serve families and businesses across the Deep South. The challenge was to maximize visibility for this moment after receiving $92.6 million from the U.S. Treasury’s Emergency Capital Investment Program (ECIP). Hope Credit Union engaged the services of Fenton for a comprehensive media relations and advertising campaign.

Fenton developed and executed a media strategy that included a radio media tour, advertorial placements, and targeted outreach. This solution secured significant coverage in major outlets like the Associated Press and generated over 4.67 million impressions. As a result of Fenton's work, Hope Credit Union's leadership was invited to a White House event, and the campaign facilitated 1,534 radio broadcasts while placing advertorials in key business journals across the region.

Hope Credit Union