UT Federal Credit Union (UTFCU) earned the Digital Marketing Innovation Award at the 2026 Marketing and Sales Innovation Conference and Awards on April 9 in Knoxville, recognized for a unique, employee-driven social media initiative that boosts authentic member engagement.
The award, presented by the University of Tennessee, Knoxville Haslam College of Business, honors organizations that use innovative digital strategies to meaningfully engage their audiences. UTFCU stood out for mobilizing employees across departments to connect with members through authentic interactions as part of a Social Media Engagement Contest. The initiative drove a 41.7% increase in engagement, reached over 60,000 people, and generated more than 5,300 direct interactions, demonstrating the impact of genuine, community-focused connections.
While the recognition highlights digital innovation, UTFCU leaders say it reflects a broader, organization-wide commitment to member service.
“This recognition reflects a team that genuinely believes in connecting with and serving our members,” said Hanna Gomez, UTFCU’s Chief Marketing Officer. “As a not-for-profit, every effort is focused on delivering real value and care to the people and communities we serve here in Tennessee.”
The third annual conference brought together marketing and sales professionals for keynotes, workshops, and collaboration, with speakers from companies including Google and Intuit Mailchimp.
UTFCU continues to expand its community impact across East Tennessee through local engagement and member-focused service.
Pictured left to right: Amy Sturgill, AVP, Director of Digital & Content Marketing at UT Federal Credit Union; Jeff Sundheim, AI Business Strategist at Google; and Hanna Gomez, Chief Marketing Officer at UT Federal Credit Union.