LAS VEGAS -
Denise Scherschel, communications specialist for Nevada FCU, told the Credit Union Journal the spots were available for viewing on YouTube during the final week of August. On Sept. 4, the commercials began airing on three over-the-air stations serving Las Vegas and nearby Pahrump, plus four cable stations. At the end of the month, the spots will go into rotation in two local movie theaters.
According to Scherschel, the commercials show normal people having "moments" in their lives. The key element, she said: "bankers" are present during these moments, but they are "there for themselves, as opposed to credit unions, which care."
One spot opens on a romantic scene with a couple. The man reaches for his girlfriend's hand...but finds a banker's hand, instead. The banker is reaching for food and interrupts the moment. In another, a father and son are seen in a boat. The father is teaching the son how to fish and the two are sharing a special moment. Suddenly, a banker appears in the boat, again interrupting life.
"We wanted to increase awareness that we are open to the public," explained Scherschel. "Many people think they have to belong to a specific employer group. The TV spots tell people we are there for them, and they can join."
Nevada FCU also is producing radio commercials to promote two new products it developed for unbanked consumers. The CU said its "New Start Checking" and "ADVANCEpay" were designed to help the unbanked population re-establish a checking account and break a pattern of need for payday loans and check cashing services.
Scherschel said Nevada FCU is spending $250,000 on the campaign, which will run through the end of the year. She said the campaign primarily will consist of TV commercials, plus radio for specific products. In addition, there will be print ads and billboards supporting featured products.
Sun Media Productions, based here, produced the television spots using professional actors. To track the effect of the campaign, Scherschel said NFCU will rely on its annual awareness measurement.
"Once a year, we do a basic survey for the credit union," she said. "We call the community to see if they have heard of Nevada Federal or not. In the most recent survey, 7 of 10 had heard of it, but half thought membership in an employer group was necessary before they could join."
The television spots can be viewed at www.nevadafederal.org. Nevada FCU is one of the Silver State's largest with $800 million in assets 80,000 members. Membership is open to all residents of Clark County, plus qualifying areas of Pahrump and Reno.
