Contact: Mike Bridges – Vice President, Communications 850.558.1022 mike.bridges@lscu.coop www.twitter.com/LeagueofSECUs
Southeastern Credit Unions launch $1.3 million Cooperative Advertising Campaign Represents largest voluntary cooperative advertising campaign put on by credit unions Birmingham, AL/Tallahassee, Fla. – September 8, 2011 – The League of Southeastern Credit Unions (LSCU) kicked off a $1.3 million cooperative advertising campaign this week across Alabama and Florida to educate consumers about how credit unions are different. One hundred credit unions in Alabama and Florida are participating in the campaign which utilizes TV, radio, billboards, online ads, and the tagline, “Credit unions: we’re giving banking a better name.” The campaign concept, which was developed by Scout Branding Company of Birmingham, AL, revolves around research that shows 60 percent of consumers don’t know what a credit union is. The campaign, geared toward Gen X, is designed to educate consumers about how credit unions are different than other financial institutions while saving their members millions of dollars each year. The media buys in each of the 14 markets in Alabama and Florida reflect the trends of Gen X with a heavy online buy and television buys during shows watched by Gen X. Consumers that surf many local and national websites will see the banner ads, as well as pre-rolls before online videos. Facebook and its 8.6 million users in Alabama and Florida will also see the image campaign ads. “Since the economic meltdown in 2008, credit unions have focused on providing for their membership,” said LSCU President/CEO Patrick La Pine. “Credit unions are unique, in that any profit made is returned to members in the form of lower fees and better rates on loans and savings.“ The ads direct consumers to the website, www.betternameforbanking.com. The website has three interactive buttons where consumers can see what they would save if they had their mortgage loan, auto loan, and a credit card with a credit union. Consumers may compare the average rates between a credit union and a bank by viewing the “what’s better?” page. Real-time rate data from Datatrac provides the comparison information
Contact: Mike Bridges – Vice President, Communications 850.558.1022 mike.bridges@lscu.coop www.twitter.com/LeagueofSECUs
which shows the credit union rate is better in almost every category. Consumers have a credit union search function on the website to make it easy to find a credit union near them. The radio ads, outdoor, and the betternameforbanking.com website have a shared branching component. Credit unions are unique in that many share services. A member of one credit union can utilize the shared branching network to perform many of the same transactions as they would at their home credit union. Members only need to look for the shared branching “swirl” to know their credit union is nearby. “The campaign will educate consumers on the credit union difference,” LaPine said. “Our website shows how much consumers can save if they had their loans or credit cards with a credit union. For most, it will be eye-opening the amount they would save with a credit union.” The League of Southeastern Credit Unions represents 303 credit unions in Alabama and Florida with a combined total of $58 billion in assets and more than 6.3 million members. LSCU provides advocacy and regulatory information; education and training; cooperative initiatives (including financial education outreach); media relations and information; and business solutions. For more information, visit www.lscu.coop.
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