SWAP Campaign to Pivot Toward Digital-Only Strategy

SWAP is taking a digital-only approach, focusing investments on social and digital platforms to strengthen credit union awareness and engagement across the Dakotas.

By: Lindsey Hefta, DakCU VP of Marketing & Communications

The Statewide Awareness Program (SWAP) is preparing for a new approach this year, with a more concentrated investment in digital and social media platforms across North and South Dakota.

Beginning in October and running through May, this year’s campaign will shift the majority of its marketing investment toward a digital-only strategy designed to meet consumers where they are spending their time and make every campaign dollar work harder.

This year's planning was centered around a more focused investment strategy, with the SWAP Advisory Team helping guide the decision around campaign channel selection. The goal remains unchanged: to strengthen awareness and consideration of credit unions while driving meaningful engagement in participating communities.

In past years, SWAP has utilized a broad mix of marketing channels, including billboards, streaming television and audio, digital advertising, pre-roll video and other community-focused placements. This year, the campaign will take a more focused approach, prioritizing social and digital delivery to create greater efficiency, flexibility, and opportunities to reach targeted audiences.

The campaign will continue to focus on the value of credit unions and the difference they make for members and communities across the Dakotas. As planning continues, advisory team feedback will help shape messaging and execution throughout the campaign year.

SWAP would not be possible without the commitment of the credit unions that continue to invest in strengthening credit union awareness across the Dakotas. A special thank you to our 2026 Awareness Champions for their continued support and commitment to the campaign:

Affinity First Federal CU • Area Community CU • Aspen Federal CU • Consumer's Federal CU • Coteau Valley Federal CU • Dakota Plains CU • East River Federal CU • Fargo Public Schools FCU • Fargo VA CU • Fort Randall Federal CU • HB Telco Federal CU • Healthcare Plus Federal CU • Hometown CU • Huron Area Education FCU • Lakota Federal CU • Lamoure CU • Lisbon Farmers Union CU • Med Park CU • Minot Area Schools Federal CU • Minuteman Community FCU • M-O Federal CU • Norstar Federal CU • North Star Community CU • Northern Hills Federal CU • Oahe Federal CU • Postal Family Federal CU • Railway CU • Riverfork Federal CU • Sentinel Federal CU • Sioux Valley Co-op Federal CU • United Savings CU • Vue Community CU • Western Cooperative CU

Thank you for helping make a collective investment in the communities we serve.

More information and campaign updates will be shared in the coming months as the October launch approaches!

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