Ascend Federal Credit Union Wins Two CUNA Diamond Awards for Excellence in Email and Video Marketing


Credit union trade group recognizes Ascend’s expertise to creatively reach new and potential members

MURFREESBORO, Tenn., April 23, 2021 – Ascend Federal Credit Union, the largest credit union in Middle Tennessee, announced today that it has won two Diamond Awards from the Credit Union National Association (CUNA) Marketing & Business Development Council. Ascend was named as the “Category’s Best” winner in the “Email – Single or Series” section and was also recognized in the “Video (Non-Commercial) – Single” group. 

CUNA’s Diamond Awards recognize excellence in marketing and business development in the credit union industry. Ascend competed against the country’s largest credit unions (assets of more than $1 billion).

Ascend’s email campaign focused on welcoming new members and increasing the use of key services the credit union offers, including online banking, Ascend’s mobile app, money management budgeting software, financial education offerings, card control security app, financial calculators, contactless digital payment options and more. The series starts the day after a member opens an account.

The video campaign was part of a larger Labor Day giveaway campaign, where Ascend gave away a grilling package – including a Big Green Egg grill, Orca cooler and more – to one member who entered the contest on Facebook. This video features a cooking lesson with the senior kitchen manager at Nashville’s famous Puckett’s Grocery and Restaurant. The video reached 75% of its target audience (more than 12,000 individuals) and was viewed by 4,303 people.

“It is an honor to be recognized by CUNA for our commitment to serving new members and our community,” said Leslie Copeland, chief strategy officer for Ascend. “Ascend is dedicated to building a positive relationship with new and potential members and to introducing them to our company, culture, mission and the benefits they can enjoy. Both the email and video campaigns increased engagement and enhanced our brand awareness, making it a ‘win-win’ for Ascend and our members.”

“The Diamond Awards competition is the most prestigious competition for excellence in marketing and business development in the credit union industry,” said Amy McGraw, Diamond Awards chair and VP marketing/chief experience officer at Tropical Financial CU. “Credit unions that receive these awards should be extremely proud of their accomplishments and know that their work represents the very best examples of creativity, innovation, relevance and execution.”

CUNA’s Marketing & Business Development Council celebrated the 2021 Diamond Awards by announcing winners in 35 categories through a series of daily virtual ceremonies. Judges reviewed 1,278 entries during this year’s competition. Six credit unions won Best of Show Awards, 86 won Category’s Best Awards and 264 won Diamond Awards.

Click here for a full list of this year’s award winners.

About Ascend Federal Credit Union

With more than 229,620 members and more than $3 billion in assets, Ascend Federal Credit Union is the largest credit union in Middle Tennessee and one of the largest federally chartered credit unions in the United States. Based in Tullahoma, Tenn., the member-owned financial institution offers banking, loan, retirement and investment services from its 28 branches, more than 55,000 free ATMs worldwide, online banking portal and mobile app. The credit union’s mission is to serve by offering financial literacy education and giving back to its community in a variety of ways. Ascend is federally insured by the National Credit Union Administration. For more information, visit

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