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Freedom First Rebranding Effort Includes 'Blue Envelope' Campaign

Feb 19, 2013 by Lewis Wood

Freedom First is pleased to announce its “Where People Bank for Good” initiative—a comprehensive rebranding effort that exemplifies the growing company’s ongoing commitment to investing its resources in programs, projects, and partnerships that benefit the entire community.

CONTACT:
Cari Humphries, AVP Marketing
(540) 389-0244
marketing@freedomfirst.com

Roanoke, VA (February 19, 2012) — Freedom First is pleased to announce its “Where People Bank for Good” initiative—a comprehensive rebranding effort that exemplifies the growing company’s ongoing commitment to investing its resources in programs, projects, and partnerships that benefit the entire community.

In addition to a new logo and message, nearly 2,000 blue Freedom First-branded envelopes containing varying amounts of cash will begin appearing randomly at area businesses and street corners throughout the region, changing hands from one person to another in a small-scale demonstration of what the Credit Union does behind the scenes every day.

“The envelope campaign is an exciting way for people to gain a real understanding of how we do business,” says Paul Phillips, Freedom First’s President/CEO. “Each person who shares an envelope can inspire someone to do something nice for someone else. That cumulative effect mirrors the effect that banking local has on the community: your money stays local and gets invested and reinvested right here.”

The Credit Union demonstrates its commitment to financial inclusion through a nationally recognized grants program, academic scholarships, an annual Community Work Day at local nonprofits, and a unique suite of products and services it calls Impact Banking. “We’re continually adjusting our programs so that they continue to meet our members’ changing needs,” says Dave Prosser, who heads up the Community Development department. “The best way to have a positive impact on our members’ lives is one loan, one conversation at a time.”

The blue “Bank for Good” envelopes invite people to do whatever they choose with the money inside and challenge them to consider the question, “Are you good with money?” The idea is to brighten a stranger’s day and help to build a sense of community and caring in a fun and engaging way. To help spread the idea, Freedom First wants to hear from people who give or receive an envelope, and they’re encouraging people to tell their stories on social media.

The envelopes also invite recipients to refill and re-share them when they get the chance, passing the good deed on to someone else. Additional empty envelopes are available at Freedom First branches for anyone who would like to pick one up and fill it themselves to pass on.

“By reintroducing ourselves to the Roanoke and New River Valleys this way, we hope people throughout the region will come to appreciate the many benefits of being part of our financial cooperative,” says Phillips. “We’ve had great success partnering with community groups, businesses, and governments to make large projects possible where none of us could have done it alone. And that’s the essence of what we’re all about.” Freedom First is the largest Community Development Financial Institution in Virginia and part of the Opportunity Finance Network.

The “Where People Bank for Good’ initiative also debuts a new logo and brand for Freedom First, signifying the company’s expanded mission to provide access to affordable, equitable financial and development services to its members and the communities throughout the Valley Region.

To share your “Where People Bank for Good” envelope stories, visitwww.facebook.com/FreedomFirstCU or follow @FreedomFirstCU on Twitter using #BankForGood.

ABOUT FREEDOM FIRST CREDIT UNION
With more than 45,000 members, assets of $290 million, and 9 branch locations, Freedom First Credit Union is the largest Community Development Financial Institution in Virginia. Founded in 1956, Freedom First Credit Union is owned and controlled by its members and operates for the purpose of providing access to affordable, equitable financial and development services to its members and the Roanoke and New River Valley communities. For more information, please visitwww.freedomfirst.com.

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