WESTBROOK, Maine -
"We're emphasizing the 'what's-in-it-for-me' factor," said MCUL Spokesman Jon Paradise.
The actual theme, "I Save," was culled from focus groups and research that showed a lack of understanding about the benefits of credit union membership. According to a 2006 study, Maine consumers save some $40 million a year by using a credit union.
"One of the most surprising things [to come out of the focus groups] was that consumers aren't very clear on the federal insurance issue," Paradise noted. "Those who were credit union members had positive experiences at their credit unions, but there was still some confusion about the eligibility piece and the benefits of using a credit union."
Working with Catama Films, the league developed four television spots that began airing the last week in April in all three of the state's television markets: Bangor, Portland and Presque Isle.
With a $400,000 budget (nearly double what the state league spent last year), the campaign is made up of four new TV commercials that, in addition to professional actors and editing also boasts original music. Of that $400,000 budget, approximately $40,000 was used toward production costs.
A major key to this year's effort is the consumer-based website created to go with the ads.
The site, www.mainecreditunions.org, features tools to help consumers find a credit union to join. It also will be one way the league measures the success of the campaign.
"We've already seen significant traffic at the site," Paradise explained. "And they're not just looking at the site, they're filling out forms to be matched up with a credit union."
In addition to monitoring activity on the website, the league will also be looking at mid-year and year-end membership growth statistics as another measure of the advertising effort.
Among the messages the commercials tout: CUs are not-for-profit cooperatives with better rates and lower fees and where every member is an owner; 600,000 Maine consumers use a credit union; everyone can use a Maine credit union and there are more than 200 locations throughout the state.
This first flight of spots will run through the end of June, with another flight planned for Labor Day through the end of November. The ads may also be used again at the beginning of 2008 while the league works to create a new set of commercials for the rest of 2008 and the start of 2009.
Though the Maine league hasn't yet followed CUNA and other credit union groups onto YouTube.com with its current commercials, Paradise said MCUL is always looking at alternative ways to spread the CU message.
New this year, for example, the league is sponsoring the 7th Inning Stretch at the AA baseball team-The Sea Dogs-affiliated with the Major League Boston Red Sox. "They are tremendously popular and they draw crowds across the state," Paradise offered. "During the 7th Inning Stretch, our ads will air on the scoreboard. This is something we hadn't been able to look at before."
