Financial Plus Credit Union (FPCU) is a Michigan-based, state-chartered financial institution with a community-first approach to banking. With 12 branches and a strong local presence, FPCU is committed to advancing economic inclusion in the regions it serves.
Addressing local disparities through visibility
In response to the disproportionate impact of COVID-19 on minority-owned businesses, FPCU launched The Visibility Project (formerly known as Billboards of Inclusion) on August 1, 2023. The mission of this community uplift initiative was simple: offer meaningful support through free billboard advertisements and a robust advertising package to help these businesses recover and thrive. Many small businesses that often lack access to mainstream marketing and exposure they needed to grow, so this program stepped in to fill that gap.
The Visibility Project
Designed and fully funded by Financial Plus Credit Union, the program helps businesses overcome one of their biggest barriers: visibility. Key features include:
- Open application process for eligible small businesses
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Four weeks of billboard advertising exposure
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Custom-designed promotional materials
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Comprehensive support valued at up to $2,000
The initiative is grounded in equity and intentionally supports business owners who have historically been underserved or overlooked.
Community-first design, measurable results
The campaign was intentionally built to be accessible and impactful. Eligible businesses could apply for the program, with recipients selected to receive hands-on support and full funding from FPCU. In the first year alone:
- Five businesses were selected and supported
- 150+ applications were received
- Partnerships expanded with the City of Flint, Consumers Energy, and the Michigan School for the Deaf
- Internal inclusion & engagement scores increased
- Stronger brand trust and visibility among underrepresented communities
By directly addressing equity gaps and spotlighting local entrepreneurs, FPCU has strengthened both its internal culture and its community reputation.
Growing the movement
Following strong uptake and outcomes in 2023 and 2024, the 2025 edition of The Visibility Project launched on June 3. Applications are open through July 11, continuing FPCU’s commitment to investing in local talent and inclusive growth.
A lasting commitment to inclusion
Through The Visibility Project, Financial Plus Credit Union has shown how institutions can move beyond statements and into action. By uplifting minority-owned businesses with real visibility and sustained support, FPCU is investing in a more equitable economic landscape, one billboard at a time.
