When brand, data and people work as one.

When Casey Bacon joined Statewide Federal Credit Union in 2015, the organization was closing more accounts than it was opening. Its branches were spread across Mississippi, its brand experience was inconsistent and meaningful membership growth had stalled.

Statewide began its transformation by establishing a stronger foundation: a cohesive brand built around the idea of “One Team.” More than a new look or message, the brand became a shared promise to Statewide’s members, employees and communities — and a guide for decisions across the organization.

From there, Statewide invested in its people, technology and ability to act on data. By combining member information with external market insights, the credit union gained a clearer understanding of the audiences it served best. That intelligence helped Statewide attract younger members, personalize its communications and extend its reach through a digital branch that now opens as many — or more — accounts than its four physical branches combined.

The credit union also began using predictive modeling, segmentation and marketing automation to deliver more relevant messages at the right moments. One targeted auto lending initiative coordinated digital advertising, email and direct mail around members identified as likely to be in the market for a vehicle. The campaign generated more than $2 million in loans, with less than $3,000 in digital advertising spend as one component of the broader multichannel effort.

The results extend beyond campaign performance. Between 2023 and 2025, Statewide achieved more than 17% asset growth and 9% membership growth. Its Net Promoter Score has remained in the mid-to-high 90s for several years, demonstrating how closely its external brand promise and member experience have become aligned.

In this candid conversation, Casey joins Strum’s Charlotte Boutz-Connell to share the leadership philosophy, strategic investments and practical decisions behind that progress. Their story demonstrates what can happen when brand, culture, data and marketing operate as one growth system rather than a collection of separate initiatives.