Sometimes, when promotions don't work out the way credit union leaders expect them to, the results end up being more valuable in the long-run. This was certainly the case for Tyrone Muse, president/CEO of the Endwell, N.Y.-based Visions Federal Credit Union, when he donned a grocery bagger uniform to bag groceries last month for unsuspecting customers at the Giant Food Store in Bethlehem, Penn., then telling customers who he really was and that their groceries were paid for in full – compliments of Visions.

Visions, which has $3.5 billion in assets and 400 full-time and 65 part-time employees, runs 41 branches in three states and is continuing to open more. The newest is located in the Giant Food Store in Bethlehem.

"Last year, one of our marketing people retired, and a new manager moved into the role," Muse said. "She was open to a lot of new ideas. We also switched ad agencies around the same time, to one called ABC Creative Group."