An Earned Media Relations Campaign That Paid Off The Community Water and Power Community Credit Union (WPCCU), originally established for employees of a utility company, needed enhanced community brand awareness and visibility in order to expand its customer base. We conceptualized and executed creative experiential events: “Moolah Madness” was timed around tax day on April 15, and contestants could win all the cash they could catch in a minute inside a money machine; “Cold Hard Cash” was timed around the hottest days in the San Fernando Valley – Labor Day weekend – and contestants had to melt ice sculptures with their hands to find the cash frozen inside. And because new members can include those who need an adult co-signer, we also organized job fairs for high school students scheduled around graduation and “Homeruns-4-College,” a Little League home run derby that awarded scholarship money for 21 local students.