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

Register now

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 WhatsInItForMe.org website has been updated to include testimonials, a consumer quiz and more, while a Facebook page has been added at www.facebook.com/whatsinitforme, which will also provide feedback.

Whatsinitforme.org 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.

For reprint and licensing requests for this article, click here.
MORE FROM AMERICAN BANKER