ST. LOUIS (12/27/13)--Credit unions gained name recognition and reputation in key demographics during the Missouri Credit Union Association's Bank On MOre campaign..
"Preliminary testing of the Bank On MOre campaign shows that we successfully moved the needle on consumer awareness among our target markets," said Don Cohenour, MCUA president/CEO (The Missouri Difference Dec. 26).
The statewide campaign used traditional tactics such as print, radio and billboards, and added flash mobs and social media to target non-member young adults, African Americans and women. Bank On MOre started in March and wrapped up in October with "Make the Switch Week."
The greatest increase in favorability and familiarity ratings for the state's credit unions was with African-American respondents. Prior to the campaign, 26% said they were "very familiar" and 22% said they had seen, heard or read about credit unions recently. During the October post-campaign survey, those numbers jumped to 40% and 61% respectively.
Young adults' familiarity with credit unions grew to 24% from 9%, and 37% remembered seeing or hearing about credit unions--up from 16%.
The percentage of women who said they were "very familiar" with credit unions increased by 5% to 20%, and 39% noted they had heard about credit unions. That number was up from 19%.
Two-thirds of non-members said what they heard made them more likely to consider joining a credit union. Overall, Missouri residents are feeling good about credit unions, with 55% reporting positive thoughts.
"We're on the right track toward educating consumers and showing them they have a wonderful financial resource in credit unions," Cohenour said.
The Bank On MOre website, where people could search for credit unions to join and learn more about the credit union difference, notched more than 49,000 visits. The most views came through desktop computers, but tablets had the longest amount of time spent on the site at just under one minute, 40 seconds.
Bank On MOre had an estimated 295 million impressions through digital, outdoor, Facebook, print, radio and search engine marketing.