UTFCU Earns National Recognition with Three Diamond Awards
At UT Federal Credit Union, everything we do is rooting in serving our members and supporting one another as a team. That commitment was recently recognized on a national stage.
UTFCU was honored with three Diamond Awards, one of the most prestigious recognitions in credit union marketing, presented by America's Credit Unions. Selected from nearly 1,500 entries nationwide, these awards highlight innovation, collaboration, and meaningful impact.
While these honors recognize marketing excellence, the success behind them reflects something even greater: the power of an organization working together toward a shared purpose.
A Win For the Entire Organization
Behind each award-winning initiative was a collective effort across branches, departments, and leadership. From frontline conversations with members to internal collaboration and feedback, these campaigns succeeded because of the people who brought them to life every day.
The three recognized initiatives included:
- Category’s Best Multifaceted Campaign: CEO Listening Tour (Konversation Tour)
- Complete Campaign: U Save Round-Up Product Launch
- Internal Marketing or Incentive Program: CEO Listening Tour
Each campaign played a unique role in strengthening how we serve our members and support our teams.
Konversation Tour: Listening That Leads to Action
In 2025, UTFCU launched the Konversation Tour, an organization-wide initiative led by President & CEO Kenyon Warren. The goal was simple but powerful: create space for open, honest conversations across the credit union.
Over the course of the tour:
- 92 employees across 8 branches and 6 departments participated
- Nearly 1,500 data points were gathered from employee feedback
- 76 actionable initiatives were identified
More importantly, the tour reinforced a culture where employees feel heard, valued, and empowered.
Through these conversations, clear themes emerged, including pride in teamwork, adaptability, and member commitment, alongside opportunities to improve communication and processes. These insights directly shaped UTFCU’s Mission, Aspiration, and Principles, ensuring our future direction reflects the voices of our team.
The Konversation Tour was not just a series of meetings. It became a defining moment that continues to guide how we grow and serve.
U Save Round-Up: Turning Everyday Moments Into Savings
The U Save Round-Up Account introduced a simple, impactful way for members to build savings automatically. By rounding up everyday debit card purchases and transferring the spare change into a high-yield savings account, members can grow their savings effortlessly.
The campaign brought together multiple touchpoints across the organization:
- In-branch conversations supported by team engagement and creative strategies
- Targeted email campaigns with over 12,000 opens
- Digital Banking integration with strong member interaction
- Social media and landing pages driving awareness and education
- Interactive elements like the Coin Jar Challenge, encouraging member participation
The result:
514 members opted into U Save in just four weeks.
What made this campaign stand out was not just the product, but the energy and collaboration behind it. Branch teams, support departments, and leadership all played a role in creating momentum and delivering a consistent message to members.
Behind the Campaigns: How It All Came Together
While each initiative had its own strategy and goals, both were strengthened by a shared organization-wide effort behind the scenes.
From coordinating conversations across branches during the Konversation Tour to equipping teams with tools, messaging, and materials for the U Save rollout, these campaigns required alignment across departments, consistent communication, and strong participation at every level of the credit union.
Marketing helped connect the pieces, but success came from the willingness of employees across UTFCU to engage, contribute feedback, and bring these initiatives to life in meaningful ways for members.
Powered by People, Driven by Purpose
While Marketing led the strategy, branding, and execution of these campaigns, their success was made possible by organization-wide support.
From traveling across Tennessee for the Konversation Tour to equipping branches with tools and resources for U Save, these initiatives were built on collaboration, creativity, and a shared commitment to excellence.
These awards represent more than recognition. They reflect:
- A culture that values listening and transparency
- A team dedicated to member-focused innovation
- An organization committed to continuous improvement
Looking Ahead
As UTFCU continues to grow, these award-winning campaigns serve as a reminder of what is possible when we work together.
We are proud of this recognition, but even more proud of the impact behind it, on our employees, our members, and the communities we serve across Tennessee.
Because at the end of the day, success is not just measured in awards. It is measured in the difference we make.
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