Sentinel Federal Credit Union

Sentinel Federal Credit Union has proudly served South Dakota since 1955, providing a full range of personal and business banking services. With a strong focus on community and member needs, Sentinel is committed to delivering trusted, local financial solutions that help individuals and businesses achieve their goals.

Challenge

Sentinel’s existing visual and messaging presence lacked cohesion and emotional impact. While its community roots were strong, its identity across video and digital platforms didn’t reflect the warmth, trust, and reliability it provided to its members every day. The team needed a fresh, clear approach to storytelling—something that would resonate both on screen and in sentiment.

Solution

SoDak Marketing led the concept, scripting, and production of a new brand video and television ad that captured the heart of Sentinel’s mission: people first. Featuring real members, local landmarks, and warm, authentic voiceover, the campaign was designed to reflect Sentinel’s role as a lifelong partner in the financial journey of South Dakotans. The visuals were paired with a refreshed tone and message that emphasized trust, transparency, and local commitment.

Results

The video campaign became the centerpiece of Sentinel’s brand refresh—earning a Silver ADDY Award at the 2025 American Advertising Awards (AAF Black Hills) for excellence in Television Advertising. More than just recognition, the spot reestablished trust and relatability among viewers. Post-campaign brand studies showed:

• A 34% increase in brand recall among local viewers
• Higher emotional resonance with younger demographics and first-time members
• Improved alignment between brand values and public perception

This powerful storytelling approach laid the foundation for Sentinel’s refreshed marketing strategy—anchoring future campaigns in authenticity, community, and connection.

From The Client

"Working with SoDak Marketing was exactly what we needed to reintroduce Sentinel to our communities. They understood the heart of our mission and captured it with clarity and pride in our TV ad. We’ve never had this level of recognition—not just from members, but from other institutions and even national peers. This partnership has had a lasting impact on how people see us."