WATERBURY, Conn. - Nine credit union members of Waterbury CT Teachers FCU made their television debut in a commercial touting the benefits of their $136 million asset CU.
The 30-second spot called "Knowledge," included two professional actors along with eight teachers and one principal from the CU's FOM. It ran from mid-October to early December as part of a multimedia campaign created by Lang/Durham Advertising of Farmington, Conn. Other materials included direct mail post cards, information packets, a freestanding display, and an interactive DVD that links users to the CU's website.
"This was our first time using television," said George MacDonald, President/CEO of Waterbury CT. "The board wanted to get the membership more familiar with what we do."
The spot filmed in an area school features a man and a woman walking through a hallway lined with lockers just after a class bell rings. Their conversation begins as the woman notices the mortar board floating above the head of her colleague.
"What's with the... " she asks, pointing to the cap.
"Oh, that's my knowledge of the teacher's credit union," he responds. When she says she already has a bank, he touts the CU's benefits: "Better rates, fees. Like a bank, only better."
As they enter the crowded teacher's lounge, most of the people inside also have the "knowledge" floating above their heads.
Jeff Durham, partner/creative director of Lang/Durham, said the spot was inspired by information gathered during in-depth telephone surveys with present and prospective credit union members.
"The research showed that their knowledge of credit unions is really limited," he said. "But, when they were given the knowledge, it was as if a light went off in their heads that the credit union was every bit as qualified as a bank to take care of their financial needs."
Many who were already members said they initially joined Waterbury CT because they wanted to belong to an institution created specifically for them, but weren't aware of all its benefits.
Because of the nature of Waterbury CT's FOM - mostly educators who work all day - the commercial was limited to air between 3 p.m. and midnight. It ran about 100 times each week.
"We picked networks that were news or information oriented such as Discovery, CNN, Fox News and ESPN," added Bill Greer, director of strategic services. "The objective was to provide news and information about the CU."
While MacDonald would not reveal how much the CU spent on the campaign, he did say the staff is in the process of tracking its success via informal questionnaires with existing and new members.
MacDonald said he expects the board will approve another commercial next year to coincide with the planned opening of a second branch.
