Sentinel Federal Credit Union Wins Statewide “Complete Campaign Award”

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Dakota Credit Union Association Honors Sentinel FCU for Multi-Channel Marketing Excellence

Rapid City, SD — Sentinel Federal Credit Union has been awarded the Complete Campaign Award by the Dakota Credit Union Association for its comprehensive and visionary brand refresh campaign, launched in Fall 2024. The initiative honored Sentinel’s 70-year history while boldly positioning the organization for future growth—redefining its image, voice, and connection with members across generations.

“Our brand refresh wasn’t just about updating a logo—it was about telling our story in a new way that resonates with the members we serve today and the ones we hope to serve tomorrow,” said Beth Hottel, Marketing Director at Sentinel Federal Credit Union. “We are honored that our efforts have been recognized across all Credit Unions located in North and South Dakota. This campaign was built on heart, strategy, and a deep commitment to our community.”

The multi-channel campaign spanned: A new website, updated mobile app design, TV commercial and video series, digital newsletters, blog posts, social content, community event materials, and branded apparel.

The campaign also aligned with Sentinel’s ongoing growth, including new branch construction in Box Elder.

“This recognition reflects the incredible work and enthusiasm of our team” said Dorothy Voorhees, CEO of Sentinel FCU. “Our refreshed brand reaffirms who we are and who we aspire to be—a trusted partner guiding our members toward financial wellness.”

In addition to the campaign award, Sentinel Federal Credit Union also received recognition for its 70th anniversary — a milestone achievement that highlights the credit union’s enduring commitment to service, and community impact.

Explore the campaign:

🔗 Embracing a New Era with Our Brand Refresh
🎥 Watch the TV Commercial

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What Our Members Say About Us

Bret R

Member

“I have been using Sentinel for almost 30 years, and my family has been just as long! I purposely make the extra drive to the Radar Hill Branch with Nate working there! Not only has he always been on the ball of my personal account, but my business account! He has resolved issues with other banks in a timely manner when he didn’t have to! Every time I go on he always has a smiling face and is easy to work with.”

Joshua K.

Member

“Been a loyal member for years! Keep your account positive and make your payments. If life happens keep them updated, as they have ways of working with you. I am glad they are a part of my financial family.”

Joe M

Member

“We have several credit unions that got lost in the mix during a move–our bad. However, out of all of those credit unions, SFCU went OUT OF THEIR WAY to ensure we knew our account was dormant and helped us through the process of getting the account back on track. They also refunded every fee taken for dormant status. After losing more money than I’d like to admit from other institutions, I cannot tell you how much I appreciate the customer service of Sentinel FCU.”

Chris P

Member

“If you’re in the Rapid City area and you’re looking to drop the elbow off the top rope, Macho Man style, then look to Sentinel Federal Credit Union! Their customer service is off the hook and when you call you never get a robot or an automated answering machine! I don’t think I’ll trust another big bank with my money for as long as I live! By the way, I don’t even live in South Dakota!”