BIRMINGHAM, Ala.-The League of Southeastern CUs has rolled out the second run of radio, television and Internet spots for its $1.2-million advertising campaign, built around the tagline "Credit Unions: we're giving banking a better name."
The ads began running in many of the 13 media markets in Alabama and Florida on June 18.
This year's six-week run, following an initial launch last year, will feature TV, radio, web, social media and public relations initiatives focusing on Generation X consumers.
The ads push consumers to a website: betternameforbanking.com, which illustrates the credit union difference. Potential members can find a credit union near them, and one section of the website highlights shared branching.
The league said last year's campaign showed an 8% spike in awareness of credit unions in Florida and a 6% gain in Alabama.
The research also showed that 14% of consumers that had secondary relationships with credit unions (such as a car loan or savings account but having most other financial products and services with a different financial institution) moved their money to a credit union during the third quarter of 2011, coinciding with a spike in membership during that same time period.
"We've gotten a tremendous amount of positive feedback from credit unions about the campaign," said LSCU President/CEO Patrick La Pine in a statement. "The ads resonate with consumers. They show that credit unions are modern and that they offer better rates and lower fees. Last year 65,000 consumers visited the campaign website in six weeks. Consumers are becoming more aware of why credit unions are a better place to do their banking."
More than 110 of LSCU's 309 member credit unions contributed to this year's campaign, which is funded on a voluntary "fair share" concept. The league contributed the first $100,00 to the campaign, then the shared branching networks in Alabama and Florida each contributed $25,000 to the campaign.
The league worked with Scout Branding again for this year's cammpaign.