CSU-Canvas Relationship Continues to Grow

FORT COLLINS, Colo. – The idea wasn't to slap a name on a stadium to help with rebranding.

Not at the cost of $37.7 million. When the deal was discussed for Canvas Credit Union to hold the naming rights to Colorado State University's new multi-purpose on-campus stadium on June 5, 2018, the concept from both sides of the table was to form an alliance and grow together.

Heading into the fourth year of a 15-year arrangement, they have reached goals and created new ventures, including the June 1 release of the Rams+ credit card, which helps Colorado State fans build up points toward benefits across campus, multiplied when used for purchases with select merchants on CSU's campus, donating to the CSU Foundation or using the card to become a CSU Alumni Association member or renewing membership.

At the time of the stadium agreement, Canvas Credit Union was changing from Public Service Credit Union. Tansley Stearns, the Chief People and Strategy Officer, said the gains from their new name and logo on the stadium were immediate, with brand recognition shooting up "exponentially" in Northern Colorado.

That was just the start, and she feels the partnership is only gaining steam.

"Absolutely. We're thrilled. We know that it's a journey, and I'm probably one of the most impatient people you'll ever meet," Stearns said. "We're thrilled. Part of the reason we forged the partnership is we had such aligned values, and that continues to be true. What we love about the partnership is we've really gotten into a great cadence of connecting across the university and across Canvas to put different groups together to find those moments where it really makes sense for us to partner."

Canvas Credit Union has become a fixture on campus. Not just the branch office they have in the Lory Student Center, but by taking part in move-in day, providing financial guidance for alumni, faculty and incoming students, as well as CEO Todd Marksberry speaking to classes on campus.

They are involved in CSU CARES, have taken on interns from campus with plans to branch out in other areas of their operation, and through a statewide scholarship program which in the past three years has provided scholarship aid to 14 CSU students.

Kristi Bohlender, the Executive Director of CSU's Alumni Association, noted Canvas Credit Union has even helped bolster programs which were previously in existence, such as the Adulting Series.

The Adulting program came about in conversations with recent alumni who were still navigating the waters of being young professionals. The aim of the program was to help young alumni with such decisions as buying a first car, or saving up for a home purchase and mortgage, even determining what insurance to purchase.

With the help of Canvas Credit Union, and particularly Nancy Patton, the Community Involvement Specialist, the program was able to grow and provide much clearer direction through the use of Canvas' resources. In fact, Canvas now supports the Alumni Association's entire professional development program track as a sponsor.

"Nancy and Canvas have all of these experts at their fingertips. For them, it's way more than trying to get another member for the credit union, it really is changing the culture and adding value to the community of which they are a part," Bohlender said. "I think from the Alumni Association, it is growing into what we envisioned. Like any relationship, it takes time to figure out what the priorities are on each side and how we can best fit together as we move forward. This credit card is definitely the next stage of that blossoming relationship. What we've earned in Canvas is a partner who has so many shared priorities, and one of them is customer service and how we treat our affinity groups."

Canvas Credit Union put programs in place specifically for students, faculty and support staff, as well as alumni. In talking to students and finding what their needs were, they created the Level Up Checking account, which helps create savings which can also be structured to include a philanthropic twist.

Through specialized programs which offer discounts, they have helped 145 people at CSU refinance their homes at lower rates and aided another 60 home purchases at a lower interest.

Stearns has really enjoyed the collaborative process so far and is excited to see where it will lead the two entities.

"We've got big dreams to continue to grow it," she said. "As we paint our strategic vision every year and show that out, we actually have a page where we talk about Imagine If … One of the things we talked about is if all the freshmen at CSU were joining Canvas. We're not there yet, but we're thrilled with the direction we're headed, and we continue to see opportunities to make it even stronger. We know there is more work to be done, but we're thrilled with the progress we're making."

Ideas have come from both sides of the aisle, each working to find a true benefit for those they serve. Both institutions felt immediately aligned by their common ideals of being a community leader and for truly caring about those they represent, and Bohlender has been impressed by the employees who Canvas has chosen to represent them on campus and continue to build bridges. It started with Matt Lubick and continued with the addition of Gary Ozzello, people who knew the values Colorado State cherished most.

Bohlender, who meets with Ozzello every two weeks, feels those are strong signs you have a partner who really holds the same vested interest.

"It's that ideal partnership. They listen and they understand," Bohlender said. "I've never heard no from Canvas. They are always on board and excited to collaborate on whatever we bring to the table and how they can be involved and how they can support. Conversely, they came to us with really good ideas. It's not always about how it's going to affect their bottom line, it's about what could make an experience even better if they could become involved in participating."

The announcement came as a shock to some, as it was one of the top five naming-rights agreements in college athletics. The stadium was in use for a year before the agreement was signed, because Director of Athletics Joe Parker said the university wasn't looking for a partner, but the right one. Some proposals were discarded for that reason alone.

But the partnership proposed by Canvas Credit Union felt ideal, and as they head into the future together, both sides are not only pleased with the path they have taken, but where it will continue to lead them.

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