CUNA
  • Advocacy
    • Priorities we’re fighting for
    • Actions you can take
  • News
  • Learn
  • Compliance
  • Shop
  • Topics
    • Compliance
    • Credit Union Hero
    • Credit Union Rock Star
    • Credit Union System
    • Directors
    • Human Resources
    • Leadership
    • Lending
    • Marketing
    • Operations
    • Policy & Issues
    • Sales & Service
    • Technology
  • Credit Union Magazine
    • Buyers' Guide
    • Digital Edition
    • Credit Union Hero
    • Credit Union Rock Star
    • Subscribe
    • Advertise
    • Contact
  • Advertise
  • Awards
    • Nominate Credit Union Hero
    • Nominate Credit Union Rock Star
  • Podcasts
  • Videos
  • Contact
Learn More about Member Value

News

Member Benefits
Learn more
Learn more about the benefits of membership.
Home » Cornerstone league unveils ‘Feel the Difference’ campaign
CU System

Cornerstone league unveils ‘Feel the Difference’ campaign

June 29, 2016

The Cornerstone Credit Union League unveiled a multi-state awareness campaign Tuesday that aims to bring new members into the movement by communicating the benefits of credit union membership.

Set to roll out in August, the “Feel the Difference” campaign will feature paid digital and social advertising to build awareness throughout the three states Cornerstone represents, Texas, Oklahoma, and Arkansas. The toolkit being provided to credit unions will support the awareness campaign by providing tools and messaging that will positively affect consideration and commitment at the credit union or chapter level.

There's also a plan that has already been developed to support this acquisition effort with a retention drive that empowers new credit union members to spread the benefits and awareness organically through word of mouth.

“There’s an awareness need out there,” said Dick Ensweiler, Cornerstone president/CEO. “People don’t understand who credit unions are, and we need to find that magic button that turns them on. So many credit unions are now community chartered; they have expanded their field of membership, but they haven’t found a way to approach the whole community with a message that will resonate.”

This effort will help change that, Ensweiler said.

The league’s campaign will include a toolkit, to be delivered in the coming weeks, that will allow credit unions to share elements of “Feel the Difference” in their local markets.

The Credit Union Awareness Initiative being developed by CUNA and a board-appointed advisory group will also feature a toolkit that credit unions and leagues will be able to leverage to enhance their own marketing and awareness efforts. (See related story: It’s time to close the awareness gap.)

CUNA and Cornerstone have committed to working collaboratively as both initiatives progress.

“It’s great to have parallel tracks,” Ensweiler said. “As we learn what works with (CUNA’s initiative), we may want to tie some of that in. There’s no secret. We want to share everything we can. We don’t just want credit union membership to grow in our part of the country, we want it to grow all over America.”

Douglas Kiker, CUNA chief strategic communications officer, complimented the league’s effort and its approach to complementing and supporting individual credit union awareness campaigns.

“This is exactly what we’re hoping to achieve with CUNA’s awareness initiative,” Kiker said. “The more ideas, the more voices in the choir, the more effective credit union and league awareness efforts will be.”

KEYWORDS awareness
Credit Union Magazine - Winter 2019

Winter 2019

Alternative lending, compliance management systems, and ideas for boosting credit card portfolios are among the topics of Credit Union Magazine’s Winter 2019 edition.
App •  Digital Edition •  Subscribe

Trending

  • Compliance: Using alternative data in underwriting

  • Strengthen your HR leadership and credit union with your professional growth

  • Turn mistakes into success

Tweets by CUNA_News

Polls

What's the pace of staff turnover at your CU?

View Results
More

Champion of America’s Credit Unions

Credit Union National Association is the only national association that advocates on behalf of all of America’s credit unions. We work tirelessly to protect your best interests in Washington and all 50 states. We fuel your professional growth at every level and champion the credit union story at every turn.

More CUNA

  • About
  • Careers
  • Contact Us
  • Recommended Websites

Resources for

  • CUNA Board Members
  • Credit Union Advocates
  • Leagues
  • Press
  • Vendors