Greater Together: Creating the largest credit union in Alberta

The Goal

When Servus Credit Union and connectFirst Credit Union announced plans to merge, it marked a major opportunity to create a stronger, more impactful financial institution for members and communities across Alberta. But member approval was essential. The goal was to educate, engage, and ultimately secure a positive vote by clearly communicating the benefits and vision behind the merger.

The Message

At the heart of the proposed merger was a simple, powerful belief—by bringing the best of both organizations together, the merger would create a stronger credit union, with better services, greater reach, and lasting benefits for members and communities alike. We brought this to life with a simple yet powerful message: With more heart and more smart, we’ll be greater together.

The integrated Greater Together campaign united members, employees, and stakeholders around shared values and a vision for a brighter future.

Centered on transparency, education, and engagement, the campaign included:

• A dedicated microsite with all necessary details about the merger, FAQs, member guides, and open house schedules.
• Video content, social media assets, and digital updates to ensure consistent, accessible communication.
• An ambassador program training employees as advocates to answer member questions and foster trust at the community level.
• Media training for executives to clearly articulate the merger’s benefits in public forums.
• A crisis communications plan to manage potential challenges proactively.

The Result

The approach delivered a decisive outcome: 85% of members voted in favour of the merger.