KALAMAZOO, Mich.–Consumers CU here has expanded its partnership with Western Michigan University, beginning with a wedding.
The credit union has long been associated with the university's athletic department, but has extended its reach by signing on as a "presidential sponsor" for WMU's Department of Theatre. Consumers will kick off that relationship as a partnering sponsor for a production of "Tony n' Tina's Wedding," an interactive dinner-theater production about an Italian-American couple preparing to get married. The show is set to run in early April.
Consumers' CMO Lynne Johnson noted that while college sports is a big draw for marketers, the $364-million, 44,000-member credit union has enjoyed previous successes working with local arts initiatives in Kalamazoo. Working with WMU's theater program increases Consumers' access to the student population and provides greater opportunities "to reach young people and help them learn about finances. Even if it's as simple as partnering for a theater presentation, you're reaching out into a group and an audience that needs education moreso than any other group, because the education component in our schools right now is very low" when it comes to finance and money management.
One way Consumers is spreading its message is through the WMU Theatre's video blog (
"It illustrates the process of what a joint checking account is, what your jobs are and how you use money," said Johnson. "It's questions that are hitting to the core of what young people have to ask themselves when they're starting out, but it's done in a way that is funny and is totally off the beaten path of kids thinking that they're getting this type of education."
Johnson emphasized that the best way to get the financial-education message across to younger consumers is by presenting it in a fun and light manner.
Through Consumers' Facebook page and its own blog (ConsumersCU.wordpress.com), members are invited to submit their own suggestions on what makes a successful marriage, with four winning entries receiving pairs of tickets to the show. While some members' tips have been related to finance, Johnson said it was not a requirement, and any member who submits a suggestion is eligible to win.
In addition to "Tony n' Tina" (where the credit union will also have an ad in the program), CCU will attend WMU's presidential gala and contribute to scholarships for students. Johnson said she hopes to also incorporate the CU into freshman orientation. That program includes a spoof of popular songs with information about safety on campus and other topics, and Johnson said she hopes the CU can work with WMU to incorporate subjects such as identity theft and financial responsibility into the musical number.
Being On The Same Page
Johnson stresed that when it comes to sponsorships and partnerships, everyone has to be on the same page. Whenever Consumers partners with another organization, it makes sure that both groups have approval on everything that goes out, which ensures that both parties are using the same language, the same graphics and the same overall message.
"It has to be that we're all after the same goal, and that goal has to be something that all the organizations involved feel strongly about," said Johnson. "It starts to bubble up and you smile when you see that it is a true partnership–it's not just a label or a logo on a piece of paper."
