BETHPAGE, N.Y. – Bethpage FCU, one of three credit unions serving all of Long Island’s 3 million residents, is embarking on a new marketing campaign to differentiate itself from the cacophony of financial service providers in this competitive market.
The $1 million campaign, which starts on Monday, will debut new television advertisements with personified characters Beth and Paige, who take their names quite literally from the institution. The two characters will follow in the mold of characters such as those in Progressive and Apple advertisements, but because they are inspired by actual staff members, the credit union said they should provide new members with a seamless transition from marketing to service.
To break through to the public, the $3.7 billion institution completely redesigned its logo and color scheme to escape monotony of blues, as seen with Chase, Citi, Bank of America and Capital One, and switched to teal and orange. The orange especially will be a common element in marketing across every channel, Jerry Schmitt, vice president of marketing at the credit union, told Credit Union Journal yesterday.
