Getting Gen Y to Ask, "What's In It For Me?"

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COLUMBIA, Md. — The 2010 phase of the cooperative ad campaign being sponsored by the Maryland & DC Credit Union Association has debuted with a "WhatsInItForMe?" Facebook page and other social media, in addition to raio and metro bus ads.

The campaign was initially launched in 2009 and followed MDDCCUA-commissioned work by Hart Research that "showed conclusively that most nonmembers lack awareness of credit unions and don't believe they are eligible to join." The 2010 campaign, which has a $170,000 budget, builds on the 2009 effort and is based on consumer poll data, and research from several member credit unions, the Filene Research Institute, and a Gen Y focus group.

The campaign will run through July 31 with a primary audience of women 25-54 and Gen Y.

Radio ads are running on some 20 stations in the DC and Baltimore markets, with the league saying it used its combined buying power to "negotiate 60% more in advertising reach and frequency, something no individual credit union can achieve on its own."

The website has been updated to include testimonials, a consumer quiz and more, while a Facebook page has been added at, which will also provide feedback. will be featured through a pay-per-impression campaign on Facebook that will target both Women 25-49 and adults 18-24 within the three key market areas.

Credit unions are also being offered campaign materials that can be branded.

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