HARTFORD, Conn.-Citing the benefits of collaboration among leagues, the Credit Union League of Connecticut last week unveiled a new cooperative, multi-media image campaign designed to make consumers aware of credit unions and the CU difference.
The campaign, which features ads in the state's biggest print and on-air media, leverages creative from the League of Southeastern Credit Union's image campaign currently running in Alabama, Florida, and Mississippi. The effort includes a CU locater that is driven by CUNA's ASmarterChoice.org website.
Collaboration Important To Growth
Collaboration among the leagues is important to the growth of credit unions, said Tony Emerson, president of the Connecticut league. "LSCU was very fair. They developed the content and had the ad copy. They did not mark it up to make money, and that is how collaboration works. And because of the proximity of Massachusetts, New York, and Rhode Island to our advertising markets, consumers in those states will see this campaign too. It's good for everyone."
Emerson explained that prior to the recession the league had planned an image campaign, but put it on hold when the economy collapsed. Now that CUs are healthier, 17 Connecticut credit unions have voluntarily contributed funds to a campaign Emerson termed as being "six figures." It will run through the end of the year.
Testimonials Being Used
Advertising features real-life testimonials about CUs and their benefits. Print ads will run in the Hartford Courant, New Haven Advocate, and Fairfield County Advocate, with commercial spots on WTIC and WCCT television. The online presence through Hartford Courant's courant.com will be visible two weeks beginning, May 10, and then going forward visible the first two weeks in June, September, October, November and December.
"It is important that people in Connecticut are aware that credit unions are here," said Emerson, reminding that statistics show that 60% of consumers don't know what a credit union is. "We want to let people know that anyone can find a credit union to join and we offer a full array of financial services, typically at a lower cost, with more benefits, and in a friendlier manner."
Patrick La Pine, president/CEO of the League of Southeastern Credit Unions, added, "The opportunities for credit unions continue to be great. More state leagues need to consider a cooperative image campaign. Our message is direct and to the point. With everything going on with for-profit institutions, more consumers need to see the value of a credit union and recognize that credit unions are a better way to do banking."
