news.cuna.org/articles/107476-lscu-to-debut-image-campaign-for-ala-fla-cus

LSCU to debut image campaign for Ala., Fla. CUs

September 9, 2015

BIRMINGHAM, Ala., and TALLAHASSEE, Fla. (9/9/15)--The League of Southeastern Credit Unions (LSCU) will launch on Monday its 2015 Cooperative Image Campaign for Alabama and Florida credit unions across 14 media markets in the two states.

The fourth wave of the annual campaign employs television, radio, digital ads, social media, and billboards. The campaign features three new “shareable content” ads exclusive to the digital and social media, including Facebook. Twitter, YouTube, Instagram, and Pandora.

The ads also can be used by credit unions on their social and communications channels, said LSCU. Television and radio ads in the campaign remain the same as in the 2014 campaign.

“Brands are expanding their presence online and credit unions need to carve out a space,” said LSCU President/CEO Patrick La Pine. “The new ‘shareable’ ads are funny and a slice of everyday life. They will resonate with consumers, and many will share the ads with their friends through social media.”

The ads use the premise that people save money in the wrong ways. The idea is to not save on the important things in life, but to join a credit union and realize the savings that comes with membership in a credit union.

The campaign pushes consumers to a website, www.betternameforbanking.com, which illustrates the credit union difference and shows how much a potential member may save on a mortgage or auto loan. It helps locate a credit union, discusses the benefits of shared branching and offers a real-time social media feed indicating what people are saying about credit unions.

Awareness of credit unions in Alabama and Florida more than doubled to 50% in 2014 at the end of the third wave from 23% in 2011 before the first campaign. Roughly 54% of respondents are familiar with a credit union and its services. Since the first campaign began, the two states have added 545,000 new members and more than $13 billion in new assets. Florida now has 5 million members while Alabama is approaching 2 million members.