Cooperative Image Campaign Doubles Awareness The goal of the LSCU Cooperative Image Campaign is to raise awareness of credit unions and get more consumers to join. Before the first wave of Image Campaign ads hit the air in September, 2011, precampaign research found that 27 percent of consumers were aware of credit unions. After the second wave of ads, awareness has risen to 50 percent. That is a 27-percent jump in just one year. This is phenomenal. The Call Report data for the five quarters since the ads began show that more than 250,000 consumers have joined an Alabama or Florida credit union. Also more than $3.6 billion in assets have been added to Alabama and Florida credit unions. The Cooperative Image Campaign played a part in this success, along with bank fees, Bank Transfer Day, and credit unions’ own marketing plans. The Cooperative Image Campaign is showing real results and works well with individual credit union marketing efforts. The 2013 campaign will use the same creative from the second wave this past summer. A greater emphasis will be placed on media buys online through behavioral targeting. This will allow the campaign to run longer in markets across both states. The League hopes every credit union will support the campaign.
CUs Make Case During National ‘Hike the Hill,’ TAG Legislation Defeated Fourteen credit union officials from Alabama and Florida and five Alabama small business owners joined LSCU President/CEO Patrick La Pine and Governmental Affairs staff for a National Hike the Hill Nov. 27-28. The trip was added to help push the Member Business Lending (MBL) legislation during the Lame Duck session of Congress. During the trip, the attendees met with 14 lawmaker offices, including all 4 Senators’ offices from both states. While the legislation ultimately did not reach the floor for a vote, significant progress was made on the issue. The trip and subsequent Action Alerts helped to defeat banker-backed legislation to extend the Transactional Account Guarantee (TAG) program. This was a major victory for credit unions and sent a message to the bank lobby. Volunteers are urged to consider attending grassroots opportunities like the State GACs and the CUNA GAC.
Learn more on the LSCU Cooperative Image Campaign webpage. Contact LSCU VP, Marketing and Communications Mike Bridges at 866.231.0545 ext. 1022 with any questions.
Raising Awareness
Benchmark Aug. 2011
Wave 1 Sept. 2011
Wave 2 June, July, Aug. 20122
Save the Date for 2013 GACs CUNA GAC
Feb. 24-28, 2013 - Washington, D.C.
Alabama State GAC
April 9-10, 2013 - Montgomery, AL
Florida State GAC
March 19-20, 2013 - Tallahassee, FL
Alabama credit unions and business owners meet with Rep. Spencer Bachus (R-AL) during Hike the Hill lawmaker visits.
Take a VAP Course in 2013 The Volunteer Assistance Program (VAP) helps credit union volunteers learn to work effectively, make informed decisions, and improve credit union performance. Take a VAP course in 2013 at the AC&E in June, the Supervisory Conference in August or the Leadership Development Conference in November. These courses help volunteers strengthen their knowledge on a wide range of topics from financial management to compliance to strategic leadership.
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