Industry: professional services
Federal Home Loan Bank (FHLB) of Dallas, one of 11 banks within the Federal Home Loan Bank System, serves approximately 800 members and associated institutions across a five-state district. FHLB of Dallas first came to Cooksey in 2017 for media relations to support its financial products and services, including loans to members and grant programs for affordable housing and economic development. In 2023, the relationship grew when FHLB of Dallas hired Cooksey to design and develop its first annual ESG report, which Cooksey supported again in 2024.
industry
- professional services
services
- creative services – branding and collateral
- media relations
- sustainability / ESG assessment, planning & reporting
the challenge
Raising Awareness for Affordable Housing Finance in Five States
Throughout its five-state district, which includes Arkansas, Louisiana, Mississippi, New Mexico and Texas, FHLB offers four types of Community Investments programs to help members and communities thrive. These programs are broken up into four categories, including grants and subsidies for homeowners, organization and veterans, disaster relief, advance programs and small business. Over the last six years, Cooksey has been tasked with increasing awareness about these programs and FHLB’s investment in countless communities across each of its five states.
the strategy
Conducting Media Relations Alongside ESG Reporting
Cooksey curated media lists specific to each press release’s subject matter and location. Each media list included hyperlocal, regional, national and appropriate trade contacts, as well as local and state officials and community organizations, like chambers of commerce. Cooksey also followed a consistent outreach regimen, which included same-day email distribution, one to two rounds of email follow-up and a final round of phone calls. In 2023, FHLB of Dallas engaged Cooksey in an additional workstream: design and development of its first ESG report. FHLB rehired Cooksey again in 2024 to produce its second ESG Report, “Investing in What Matters.”
the solution
Implementing a Two-Pronged Approach for Maximum Impact
Cooksey has worked diligently to develop strong relationships with key local media contacts in each of the five states’ major media markets over the last six years. As a result, Cooksey has secured nearly 100 unique media clips each year to raise awareness about FHLB’s community investment efforts. Most notably, through Cooksey’s efforts, FHLB of Dallas has been prominently featured in Albuquerque Journal, Arkansas Democrat-Gazette, Biz New Orleans, Bossier Press-Tribune, D Magazine, Dallas Business Journal, Dallas Innovates, Dallas Morning News, Community Impact, Mississippi Free Press and the Santa Fe New Mexican. The partnership continues to yield consistent coverage in diverse markets throughout the region.
Founded by a group of Dallas teachers in 1931, Credit Union of Texas has provided financial services to members throughout North Texas for nearly 100 years, offering nearly 20 branches throughout the region. In addition to continuing to grow its North Texas footprint, the company recently began market expansions throughout East Texas beginning in Gilmer, Texas, which also includes the credit union’s first Commercial Solutions Center with numerous others planned. Cooksey was tasked with developing a strategic communications program to elevate CUTX’s brand in a competitive North Texas landscape and introduce it to its new East Texas audience.
industry
- professional services
services
- crisis communications & issues management
- key message development
- market entries
- marketing strategy & planning
- media relations
- thought leadership positioning
the challenge
Highlight How CUTX’s Community Engagement Model Builds Trust
As a trusted partner to CUTX, Cooksey deployed a strategic communications plan that includes elements focused on showcasing CUTX’s community engagement model. These efforts included media relations support, developing thought leadership content and managing an extensive awards nomination program to bolster CUTX’s credibility, showcase its industry expertise and feature its member-focused initiatives.
the strategy
Establish CUTX as a Leader in the Credit Union Space Through Strategic External Communications, Timely Thought Leadership and Strategic Awards Competitions
As a trusted partner to CUTX, Cooksey deployed a strategic communications plan that includes elements focused on showcasing CUTX’s community engagement model. These efforts included media relations support, developing thought leadership content and managing an extensive awards nomination program to bolster CUTX’s credibility, showcase its industry expertise and feature its member-focused initiatives.
the solution
Leverage CUTX’s Community Efforts to Propel Its Growth
Through strong relationships with local, community-based and financial trade media, Cooksey earns coverage in some of the North and East Texas region’s most prominent publications about CUTX’s efforts in each of the communities it serves, including The Dallas Morning News, Dallas Business Journal, D CEO, Tyler Morning Telegraph, The Financial Brand, Credit Union Times and CU Today. Cooksey also develops and places bylines that highlight CUTX’s community engagement efforts in key credit union publications. Furthermore, Cooksey facilitated CUTX’s entry into the IABBB International Torch Award for Ethics and Dallas Business Journal Leaders in Diversity Award, which it was awarded, the D CEO Corporate Citizenship Awards and its recognition as Business of the Year by the Allen Chamber of Commerce. CUTX CEO Eric Pointer also received the CRMNEXT Right on the Money Award, which celebrates innovation and ingenuity among credit union leaders, for CUTX’s work in its various communities.
American National Bank of Texas, founded in 1875 in Terrell, Texas, first contacted Cooksey in March 2023 for advisory services and PR support. Cooksey’s scope of work has grown to cover more strategic communications services, including an integrated marketing and communications plan, messaging, media relations, community relations and philanthropic engagement. ANBTX has leveraged Cooksey’s wins, including top-tier media coverage, to grow its reputation throughout North Texas. Cooksey has also helped ANBTX make strategic relationships to expand into emerging markets, including Southern Dallas County.
industry
- professional services
services
- corporate social responsibility
- market entries
- media relations
- thought leadership positioning
the challenge
Transforming a Traditional Brand into an Impactful Innovator
Positioning a traditional company for emerging opportunities calls for cultural change and organizational readiness. The bank’s leadership has made strides in its internal and external communication practices. Cooksey is focused on making the bank’s marketing and communications efforts more cohesive. Cooksey works alongside Imaginuity, ANBTX’s advertising agency, to better align messaging.
the strategy
Leveraging Media Coverage and CSR Strategy for Community Impact
Cooksey has supported ANBTX on several initiatives. This includes PR strategy, executive positioning, media training, developing a framework for corporate social responsibility (CSR) efforts and drafting press releases about ANBTX’s Ignite Home Loan Program and its ongoing efforts to strengthen its presence in South Dallas.
the solution
Elevating Brand Awareness to Further Financial Inclusion and Change Lives
ANBTX is committed to serving and strengthening their communities, not only through providing best-in-class financial services from local North Texas bankers, but also through volunteerism, affordable homeownership, financial education and economic support. Cooksey will continue to highlight the bank’s community partners, charitable organizations and civic organizations, so ANBTX can grow relationships with local communities, customers and those in need of financial services, guidance and education.
Perkins&Will
Whitley Penn LLP
