The Michigan Credit Union League (MCUL) launched a state category-level brand campaign Open Your Eyes to a Credit Union® to help consumers consider credit unions for financial services.
“The MCUL is excited to sync up its already highly successful cooperative campaign with the new CUNA campaign as a way to transition to fully integrating the national creative strategy in Michigan in 2020," said Dave Adams, president/CEO of the MCUL. "We appreciate the flexibility that has been provided to allow us to take our decades of experience in this area and enrich our campaign with CUNA’s research-driven theme and creative concepts. This is a true example of the CUNA/League system working together to achieve results for our member credit unions in Michigan.”
Open Your Eyes to a Credit Union® is designed to raise consideration of credit unions as a brand 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.
CUNA and MCUL collaborated for over two years to research the financial needs of consumers in Michigan, finding that more than 54% of Michigan consumers now belong to a credit union and they hold over 19% of consumer household deposits. These metrics are the highest of any top 10 state in the U.S.
“It is our goal to continue to maximize consideration of credit unions state-by-state,” said CUNA President/CEO Jim Nussle. “Collaborating with MCUL on this effort has been a great example of the CUNA/League system at work to advance the credit union model and we are excited to see this campaign officially launch in Michigan.”
Consumers will be driven to the culinkmichigan.com this year and when the transition is complete in 2020, the MCUL will consider using the national yourmoneyfurther.com website for additional key strengths of credit unions and further unify the campaign. The MCUL has had a cooperative advertising campaign in Michigan for over 40 years and beginning in 2019, its theme and advertising content will sync up with the new CUNA awareness campaign.
“Credit unions are stronger together and we look forward to seeing this roll out in other states across the country,” Nussle added.
MCUL and their members have committed $2 million over the next 12 months toward the campaign.
Credit unions can learn more about the Awareness initiative by visiting cuna.org/awareness.