Michigan Rolls Out Campaign

Residents around this state are on notice: "Anyone Can Join A Michigan Credit Union." That message is the tagline of a new TV and radio campaign being launched next week as part of the Michigan CU Brand Campaign. The eight-week media blitz calls for radio buys in the state's most expensive markets: Detroit, Grand Rapids and Traverse City; and TV spots in the Flint, Lansing and Marquette markets. The three radio spots emphasize credit unions' superior service and lower fees and utilize the theme "Credit Unions: Where People are Worth More than Money." David Adams, president of the Michigan CU League, said the latest awareness campaign is designed less to increase membership, and more to develop awareness of the credit union tax exemption and to strengthen the political lobby. Credit unions are being encouraged to leverage off this media campaign to enhance the effectiveness of their own individual marketing efforts. About half of the state's credit unions have invested in the campaign and have been equipped with collateralized marketing materials to compliment the initiative. Listeners are directed to lovemycreditunion.org.