The news: Ohio's largest credit union, Wright-Patt Credit Union (WPCU), is using its new "Banking Done Wright" campaign to position itself as a consumer advocate rather than just another financial institution.

Zooming in: The campaign is built around a clear brand positioning: people over profits. WPCU's creative agency partner, Cactus, rejected the warm, generic tone common in financial advertising in favor of a more assertive voice that "stands up for everyday Ohioans,” per Little Black Book. 

Rather than attacking competitors outright, the creative contrasts frustrations consumers associate with banking—unexpected fees, high borrowing costs, confusing fine print, and feeling overlooked—with WPCU's member-owned structure. The intention is to position the credit union as a long-term financial partner.

Notably, the campaign emphasizes brand positioning over product promotion. While WPCU offers competitive products—including a TrueSaver account that pays up to 7% APY on the first $1,000 deposited—it doesn't lead with rates or comparisons. Instead, it differentiates on trust, advocacy, and member-owned structure—suggesting those are more durable competitive advantages than promotional pricing.

Why it matters: Though the credit union has more than 500,000 members, it faces low brand awareness in certain areas of the state, such as Columbus, and misconceptions about who can join, per Little Black Book. As a result, the campaign focuses on education in addition to persuasion. 

By running TV, radio, digital, social media, and out-of-home ads through the end of 2026, WPCU hopes to broaden awareness; correct misconceptions about eligibility; improve consideration among consumers shopping for financial services; and drive growth in products like checking accounts, mortgages, and credit cards.

Implications for financial institutions: Our survey data illustrates why WPCU isn't leading with its competitive rates and products:  When choosing a new bank, consumers prioritize nearby branches (42.2%), customer service (35.9%), ATMs (35.8%), and fees (30%) over interest rates (19%). The takeaway is that rates can convert interested consumers, but trust, service, and convenience play a larger role in whether consumers consider an institution.

Promotional rates can gain attention in the short term, but they're easily replicated by competitors. A trusted brand is a more sustainable advantage, with competitive products reinforcing that promise once consumers begin evaluating the institution.

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