RANCHO CUCAMONGA, Calif. (5/22/14)--CO-OP Financial Services has launched "Empowering People. Amplifying Dreams," a marketing program to promote credit unions membership to consumers born after 1980 featuring singer/songwriter Daria Musk as a spokesperson.
Musk has leveraged social media to launch her career in pop music. In 2011 she began to establish a market for her music by performing a live concert via Google+'s video chat feature, Hangouts. In fact, Wednesday night, she kicked off the program with a live concert from the House of Blues in New Orleans, the site of CO-OP's THINK 14 conference.
"Credit unions are the best option for consumers as a primary financial institution in wide variety of ways, including personalized service, convenient access to funds and great lending rates," said Stan Hollen, CO-OP president/CEO. "Yet studies show very low awareness of credit union benefits, especially among the young. CO-OP is a financial technology organization with nearly half of the more than 7,000 U.S. credit unions as clients. We are launching this initiative so that consumers can better understand how our industry empowers individuals to achieve their financial goals."
The campaign will make use of primarily digital content from both CO-OP and Musk to cross promote credit unions and her music. It will also follow Musk as she uses her credit union membership to establish herself financially.
A key component of CO-OP's initiative is a new website designed to tell consumers more about the advantages of credit union membership.
The CO-OP campaign will also be supported by paid advertising and marketing; public and media relations and events; and promotion through Facebook, Twitter and other social networks.