Harborstone Credit Union is a local credit union with 15 branches across Washington and is still growing. They needed support in developing a consistent brand image across multiple social media platforms and needed a partner to help guide strategy and develop and social media content library. Enter Odd Dog.
With the goals of increasing brand awareness, deepening employee and member engagement, and connecting with a younger audience, Harborstone identified social media as a critical channel for growth. However, building an effective organic presence requires time, strategy, and a consistent voice, especially for an organization spanning 15 locations.
Previously, their social content leaned heavily on stock photography and general business updates, resulting in limited brand cohesion and recognition across profiles. What was missing was the true essence of Harborstone. Known for its genuine “family feel” across branches, the credit union needed a strategy that would authentically showcase its people, culture, and community impact. The ultimate objective: bring the heart of Harborstone to life on social media.
Organic social media should feel organic, but without proper planning, it can be hard to maintain a consistent presence without evergreen content that can be planned. By developing content pillars like member testimonials or sharing important industry news, we are able to ensure a consistent and flexible posting schedule that doesn’t solely rely on capturing one perfect organic moment.
Social media platforms are consistently changing, which means the content strategy that worked a few months ago may not be relevant anymore. This is why we not only prioritize platform-specific reporting but also use our findings for a data-driven approach to strategy.
Having a consistent appearance across all social media channels is essential to maintaining a brand image. We incorporated an existing brand guide into our creatives and ensured their brand voice remained recognizable without sacrificing social media best practices across all channels.
By implementing this strategy, we saw an increase in website traffic from social media, audience growth, and improvements in engagement across all platforms. Beyond metrics, we established an expansive content library through monthly content collections, complete with branded templates that can be reused time and time again, and a social media strategy built on content pillars to guide evergreen content.
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