FRANKFORT, Ky. (7/29/14)--Karen Harbin, president/CEO of $973 million-asset Commonwealth CU, Frankfort, Ky., is becoming something of a local celebrity, and it's all thanks to a recent marketing campaign highlighting Harbin as the face of the credit union. Literally.
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An image of Harbin with her feet up on her desk next to the hashtag #HeyKaren has been plastered on three large billboards in the Frankfort and Lexington areas, and the advertisement has become so popular that Harbin is often recognized around town (Lexington Herald-Leader July 23).
The billboards encourage people to message the credit union's CEO directly using the hashtag #HeyKaren and ask for financial advice.
So far, Harbin has fielded questions about mortgages, credit cards, switching accounts and mobile banking, according to the Lexington Herald-Leader.
"#HeyKaren is answering questions about things the average person will want to know, but has not thought to ask," Commonwealth Marketing Director Andrea Hayes told the Lexington Herald-Leader. "We want people to know who we are. ... The whole purpose is being down to Earth."
The campaign also includes a website, Heykaren.org, and TV ads are coming soon, according to Hayes.
Commonwealth leaders also hope the campaign will raise awareness for the credit union, as it recently opened branches in Lexington.