EAST LANSING, Mich. - A marketing campaign by Michigan State University FCU has turned some of its members into celebrities in this town.
The credit union had turned to member testimonials due to their credibility and as an effective way to cut through all of the advertising clutter. In the $1.5-billion MSCFCU's campaign, it is using members in media in order to broadcast the benefits of membership and how it helps members accomplish their financial goals.
Stella Cash, for instance, the director of the MSU Alumni Association, has been featured in TV and radio commercials, along with billboards, in ads that show how she is able to manage all of her finances online.
"MSU Federal Credit Union sends direct mail and e-mails to members on a regular basis to inform them about the different types of programs and promotions," the credit union said. "Each member has different needs for their own financial situations, ranging from car loans or mortgages to a simple classic VISA. That is why the MSU Federal Credit Union selected members to help sell the credit union and its services to the public. The commercials, billboards, brochures, and radio advertisements all feature members that have everyday needs and a personal history with the credit union."
Other advertising features "Ralph, a senior member at MSUFCU who in his 35 years of membership has received many benefits from discounted fees to free. Another ad features business people such as "Susan and Michael," who not only have personal accounts, but also business accounts. A separate ad features "Kerri" from Michigan State University, who is preparing to step out into the world. "Testimonies, especially from real members offer a sincerity that few actors can duplicate. They really motivate prospective members to visit MSUFCU and see what it is all about," said VP-Marketing Joyce Banish.(c) 2008 The Credit Union Journal and SourceMedia, Inc. All Rights Reserved.http://www.cujournal.com/ http://www.sourcemedia.com/
