Maine, Mich. CUs make most of shared-branching ad campaigns

August 18, 2015

TRAVERSE CITY, Mich., and WESTBROOK, Maine (8/18/15)--Using new, collaborative marketing campaigns, credit unions in Maine and Michigan have banded together to promote the benefits of shared branching in their respective states.

In Michigan, three credit unions have joined up to create a TV ad that trumpets the message “Together, we win.”

The commercial features the presidents/CEOs of each of the three credit unions behind the ad: Bob Raden, Forest Area FCU, Fife Lake; Julie Rushing, Wexford Community CU, Cadillac; and Philip Heinlen, Northwest Consumers CU, Traverse City. It also explains that members can access their accounts at any of the three credit unions listed in the spot (Monitor Aug. 17).

“Credit unions are the best kept-secret,” Heinlen said (Monitor). “If we are truly a cooperative, we have to tell people about what we do and who we are.”

Heinlen added that credit unions should embrace advertising in any form. In fact, he credits recent asset and membership growth to more-focused marketing campaigns, including efforts as simple as tagging the credit union’s name on items such as pens and lip balm to give away.

The Maine Credit Union League, meanwhile, debuted two new radio commercials this week that will be airing on radio stations statewide through mid-September--prime travel season for families taking students to college, the league's Weekly Update noted (Aug. 14).

The spots, developed by the league’s overarching awareness team, also highlight the convenience provided by credit unions through shared branching.

“Maine credit unions provide more access and convenience than any single bank in Maine, and the shared branch network is the third-largest branch network nationwide, so these are important facts for consumers to know,” said Debra Trautman, league vice president of corporate marketing.

The Maine league’s campaign will include 5,000 60-second commercials, $75,000 in value-added sponsorships, online streaming, web banner links, billboards and other on-air promotions.