Content collection for well-established credit union

Harborstone Credit Union is a local credit union with 15 branches across Washington, and it continues to grow. They needed support in developing a consistent brand image across multiple social media platforms and needed a partner to help guide strategy and develop a social media content library.

They found an extension of their marketing team with Odd Dog, working closely with us to develop social media templates, build a strategic content library, and execute brand-aligned social media posts that drove website traffic and sparked engagement with employees and members alike.

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Client

Harborstone Credit Union
https://www.harborstone.com/
Seattle, WA

Services Provided

Photography & Videography
Organic Social Management

Results in Summary

Cohesive images
On-brand graphics
Regular video content

The Goals & Challenges

Organic social media is often an underestimated area of marketing, as many businesses don’t understand the level of effort required not only to execute posts consistently but also to ensure content is on brand and authentic. A large part of this is content-related, as Meta platforms and LinkedIn are visual-first platforms. Relying on stock photography can help get content out, but it lacks personality and brand recognition and tends to underperform because it isn’t unique or original.

A key differentiator for Harborstone is their people, both members and employees. Employees tend to know members on a first-name basis, receive holiday cards from members, and have genuine connections with one another. Given that personal connections are the foundation of Harborstone, we needed to find a way for their social media to showcase this authentically.

With the goal of moving away from stock photography and showcasing the employees who make Harborstone so special, we developed a monthly photography and videography collection cadence, visiting every one of their branches over a year and a half.

The Results

Working closely for over a year to capture content at a variety of Harborstone branches throughout Washington resulted in an expansive content library complete with employee headshots, member testimonials, employee interviews, and stock photography to be used across social media. By improving the content shared on social media and increasing video posting cadence, we saw increases in engagement rate and profile growth in terms of impressions, reach, and followers.

Our Solutions

Monthly Content Collections

Every month, the Odd Dog team would visit a Harborstone branch to collect content. This would entail interviewing employees and members, taking stock photography, and collecting updated headshots for all employees.

A key contributor to the success of these content collections was planning ahead for timely or seasonal promotions to ensure a variety of content was available for product releases or other timely events.

Video & Photo Editing

To support Harborstone’s organic social media efforts, we would edit multiple short-form videos utilizing content collected at prior month content collections. These would range to cover evergreen products or services as well as timely promotions, holidays, or educational content.

Expansive Evergreen Content Library

After collecting content for over a year, Harborstone was left with an expansive content library highlighting employees and members at all active branches, as well as their own collection of “stock” photography and b-roll showcasing their own team members and branches.

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