Ad Campaign Raises Awareness Of CUs In N. Nevada
One year after nine credit unions in northern Nevada funded a cooperative advertising campaign to
The campaign consisted of television and radio spots featuring the "Public Education" and "Comfort Zone" ads
Seventy-seven percent of survey respondents named a credit union unaided, up from 68% in a benchmark survey in
In addition, 65% of those questioned said they realize nearly everyone is eligible to join a CU, up from 60% two
According to Dennis Flannigan, executive vice president of Great Basin FCU in Reno, it is difficult to say if the
"Most people still learn about credit unions by word-of-mouth," said Flannigan. "Step one is to increase awareness.
"Once we make people comfortable with credit unions, then they will be able to come to us," he added.
Both Flannigan and Henry Kertman, the California/Nevada League's director of public relations, described the
"People perceive credit unions as being product-oriented, but when they want a checking account, they go to a bank.
Agreed Kertman: "An image and awareness campaign does not immediately bring more members through the doors.
The northern Nevada credit unions participating in the cooperative ad campaign are not abandoning their CU-
More Ads Planned In 2003
Flannigan said the awareness campaign will continue this year. Advertisements targeted at state lawmakers will be
"There are state issues related to credit union taxation that will be voted on during this session, and we don't want to
The ongoing campaign has purchased $173,537 in media buys from January through October.
This includes television ads, radio spots beginning in June, and print ads in February and March.