FORT WORTH, Texas (8/5/14)--Banks love to hit consumers with higher interest rates and fees, and a credit union in Texas has found a way to repackage that fact into an attention-grabbing, if not provocative, marketing campaign called: "Don't get spanked by banks" (Leaguer Aug. 1).
|Fort Worth, Texas-based Unity One CU has grabbed the attention of local consumers with its new "Don't get spanked by banks" marketing campaign. (Cornerstone Credit Union League Photo)|
Unity One CU, Fort Worth, Texas, with $218 million in assets, designed the campaign to attract consumers who are looking for a better option in a financial institution.
Gary Williams, Unity One president/CEO, told Leaguer, the online publication of the Cornerstone Credit Union League, that the purpose of the campaign is to startle the consumer into attention and then teach him or her about credit unions.
"At a strategic planning session last year, we realized that although we were doing well, we could do better," Williams told Leaguer. "We needed to do something to create greater brand recognition."
Williams added that the credit union isn't promoting any specific products with the campaign, but that it's just trying to get the Unity One name out there.
Despite the image of a hand print next to a butt as the centerpiece of the campaign, the credit union hasn't received any negative feedback, Williams said.
In addition to billboard space, Unity One also has pegged social media, word-of-mouth and "random acts of kindness" in the community as the conduits through which the credit union will deliver the campaign message.
So far, the campaign has been a hit, Williams told Leaguer, adding that the credit union has seen greater activity on its Facebook page and, more importantly, stronger growth in memberships and loans.