First Credit Union – Mad City Money
Client: First Credit Union
Industry: Financial Services
Campaign: Mad City Money – Hands-On Financial Literacy Experience
Partner: Hot 97.5 FM
Goal
Grow brand awareness, engage the community, and build event attendance year after year while positioning First Credit Union as Arizona’s go-to financial literacy leader.
The Challenge
Only 22.7% of high school students in the U.S. have access to personal finance courses, leaving most teens without essential money management skills. First Credit Union wanted to change that by reaching young people directly with an interactive learning experience.
Insight
Even with clear community need, financial literacy programs don’t succeed on content alone—they require creative promotion and storytelling to capture attention. By pairing hands-on learning with media partnerships and PR, First Credit Union proved that educational initiatives can both empower teens and strengthen a brand’s visibility when marketed strategically.
Knoodle’s Solution
Knoodle created an integrated campaign to amplify the Mad City Money event and its community impact. The approach combined media partnerships, PR amplification, and video storytelling to extend the event’s visibility:
- Radio Partnership with Hot 97.5 FM
- On-air promotions and live mentions from radio personality Charlie Huero drove awareness among teens and families.
- Targeted radio schedules boosted reach in the weeks leading up to the event.
- Public Relations
- Press releases, media outreach, and community news positioned First Credit Union as a financial literacy champion.
- Messaging emphasized real-world skills, free resources, and exclusive account offers.
- Video & Event Coverage
- On-site video captured the immersive budgeting simulation, participant testimonials, and the community impact.
- Content extended the event’s life beyond a single day through digital sharing.
Results
Year-over-Year Growth
- Attendance doubled from 30 participants in year one to 60+ in year two (100% YoY growth).
- Registrations sold out each year, with demand exceeding capacity.
Community Engagement
- Reached more than 1,200 teens and families over three years.
- 92% of participants reported gaining practical money skills they could apply immediately.
Brand Awareness Lift
- Radio spots delivered 1.2M+ impressions across Phoenix Metro.
- PR generated 8+ placements with an estimated reach of 500,000.
- Event recap videos earned 5,000+ combined views on digital channels.
Takeaway
By combining strategic media partnerships, PR, and compelling storytelling, Knoodle helped First Credit Union transform Mad City Money into more than a one-day event. It became a signature annual experience that builds brand equity, grows attendance year after year, and equips Arizona teens with the financial confidence they need for life.