“Open your eyes to a credit union,” is the theme members of CUNA’s Credit Union Awareness Initiative shared with CUNA Governmental Affairs Conference attendees during the general session Tuesday morning.
The presentation highlighted concepts that have come out of the initiative’s past two-plus years of work, the result of top creative professionals' research aimed at showing Americans that credit unions are their best financial partner.
Teresa Freeborn, chair of the Creating Awareness Advisory Group and president/CEO of Xceed Financial Credit Union, said during her introduction that though the concepts might seem like a shock, everything presented was thoroughly researched as part of CUNA’s awareness initiative.
“As you listen to what we have to say, I need to ask people to let go of their preconceived notions and perceptions about what you think is best for our consumers,” she says. “Instead, I ask you to be led by our research and our creative. Perhaps it might make you anxious or a little uncomfortable, but remember we’re not trying to win your consideration, we’re trying to win consumers.”
After mentioning credit unions’ brand platform, “Your fantastic future faster,” the group unveiled a video telling consumers to “Open Your Eyes” to a credit union—financial institutions that are right in front of them that offer better rates on loans and accounts, all while ensuring members, as owners, get a “piece of the pie” of their institution.
Staff from business management consultancy BrandCap described how initially they focused on trying to simply raise awareness, but instead found many Americans are aware of credit unions, yet are hampered by myths about their ability to join, and security and accessibility of their money.
The team also described efforts to show how credit unions are a fully modern part of today’s financial services marketplace, yet are distinctive enough to help members achieve their goals faster.
The presentation was streamed over Facebook live, where it is still available, and it received 585 views as of Tuesday night.
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