UTFCU Earns Marketing & Sales Innovation Award for Digital Marketing Innovation
UT Federal Credit Union is proud to announce that we have been recognized with the Marketing & Sales Innovation Award for Digital Marketing Innovation, presented by the University of Tennessee, Knoxville Haslam College of Business at the Marketing & Sales Innovation Conference and Awards.
The Haslam College of Business is widely respected for developing business leaders and advancing innovation across industries. Receiving this recognition reflects both the strength of the campaign and the people behind it.
Putting the Human Element Back into Digital
The campaign behind this award centered on a clear goal: bringing the human element back into digital engagement.
In a space that can often feel automated and transactional, UTFCU took a different approach. Instead of focusing only on content output, we focused on people. Employees across the organization were encouraged to actively engage, respond, and participate in conversations online.
Through our Q4 Social Engagement Contest, team members became an extension of the brand. They connected with one another, interacted with members, and created a digital environment that felt authentic and welcoming.
A People-Powered Approach
Rather than relying solely on traditional digital strategies, this campaign leaned into something more powerful. Real conversations. Real reactions. Real connections.
Employees did more than scroll. They participated. They commented. They replied. They shared content and amplified UTFCU’s voice in a way that felt natural and genuine.
This shift transformed our digital presence from one-way communication into a two-way experience.
Measurable Results with Meaning
This human-focused approach delivered strong, measurable results:
- +41.7% increase in post engagement
- +38% increase in profile reach, connecting with more than 60,000 people
- +57.1% increase in post impressions, totaling over 152,000 impressions
- 1,208 comments and replies, showing a significant increase in conversation
- 4,135 reactions, reflecting a stronger audience connection
Engagement extended beyond employees. Members and potential members joined the conversation in greater numbers, reinforcing the impact of authentic interaction.
Why This Matters
Digital marketing is often evaluated through impressions and clicks. While those metrics are important, they do not tell the full story.
This campaign demonstrated that meaningful engagement comes from people, not just platforms. When employees are empowered to participate, the result is stronger relationships, deeper trust, and a more connected community.
At UTFCU, we believe that our team is our greatest strength. This campaign brought that belief to life in a measurable and meaningful way.
Looking Ahead
Receiving this award is an honor and a reflection of the culture within UTFCU. A culture built on engagement, collaboration, and pride in representing the organization.
We will continue to build on this momentum and look for new ways to connect with our members and community. The goal remains the same. Keep the human element at the center of everything we do.
Pictured left to right: Amy Sturgill, AVP, Director of Digital & Content Marketing at UT Federal Credit Union; Jeff Sundheim, AI Business Strategist at Google; and Hanna Gomez, Chief Marketing Officer at UT Federal Credit Union.
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