CUNA and the Minnesota Credit Union Network (MnCUN), today announced the launch of Open Your Eyes to a Credit Union campaign.
Open Your Eyes to a Credit Union is designed to raise consumer consideration of credit unions as a category. The campaign’s digital-first strategy positions research-proven messages to disprove consumer myths associated with the ability to join and access to money.
Consumers will be driven to a site, yourmoneyfurther.com, for additional key strengths of credit unions such as great rates and friendly service, and features a credit union finder and an ATM/shared branch finder.
“We’re thrilled that Open Your Eyes to a Credit Union is launching in Minnesota and that our work with the Minnesota Credit Union Network and credit unions in the state have led to this moment,” said CUNA President/CEO Jim Nussle. “The benefit of this modern-day, digital-first strategy is to connect with consumers where and when they’re looking – most people go online to research and select financial service providers, and we’re laying the groundwork to convince consumers that they should consider credit unions as their best financial partner. Not everyone can join every credit union but there is a credit union for everyone, and we can’t wait to build on this momentum in more markets across the country.”
“Minnesota’s Credit Unions have been committed to educating consumers with local awareness campaigns the past three years. Being the first state to launch with CUNA’s national Open Your Eyes campaign is exciting, and further illustrates Minnesota Credit Union’s commitment to our members and all Minnesotans best interests,” MnCUN CEO Mark Cummins said. “The campaign represents the true spirit of the cooperative movement to help consumers understand the advantages being a credit union member.”
In addition to the digital campaign, Minnesota credit unions are investing in a significant statewide non-digital campaign that includes events, billboards, transit ads and first in market mobile digital trucks.
More than 40 Minnesota credit unions have together made a $3.5 million financial commitment over the next three years to support the category-branding initiative including:
Credit unions across the nation have contributed more than a $25 million over the next three years to bring the campaign to their area. Working hand-in-hand with leagues, CUNA continues to enlist financial support from credit unions throughout the country.
Through rigorous testing and continual evaluation of audience engagement in-market, CUNA will refine content across channels to ensure it drives action. The integrated approach to media, content and data analytics uses metrics at every point to ensure continuous testing, learning and refining of the content, media strategy and resources to optimize the return on investment.
Contributions support management, consumer research, creative development and campaign deployment. Find out more at cuna.org/awareness.