PHOENIX — Arizona State Credit Union here received multiple awards for the second consecutive year, including highest honors for a "shoestring budget" campaign using unique branch merchandising.

The Credit Union Executive Society awarded Arizona State CU one of its two highest honors, the "Golden Shoestring" award, for "outstanding creativity and results on a 'shoestring' budget." The campaign promotes ASCU's newly added Custom Construction loan program by printing key program highlights on wood blocks, carpenter pencils and large pieces of plywood supported by a sawhorse display in the CU's branches.

"This Custom Construction Campaign gave us a unique opportunity to reach the right audience with the right medium," said Paul Stull, Senior Vice President of Marketing. "Using the actual pieces that would be used in custom construction itself provided a very strong, impactful message. Our success on this campaign is due to innovation of the medium itself," Stull.