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The creative for the campaign will have a unifying theme woven throughout all channels. Further, it will carry a consistent message, tone and, where applicable, visual and audio (e.g. consistent voice over voice) elements. This approach is critical for maximizing the impact, recall and awareness of the campaign among consumers.
The www.LoveMyCreditUnion.org Web site will be a main focal point of the campaign and will serve two distinct purposes. First, the site will be the consumer destination and face for the campaign. It will also serve as the central repository and communication tool for credit unions and their trade associations to access and use the creative developed as part of the campaign.
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(click image to see larger size)
The home page will focus visitors on the what, why, how and where of credit unions, while conveying the personal impact they have on members. Member images will automatically rotate, and when clicked will open to a page specific to the given age group.
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At least six radio ads will be created in 2009, with three slated to run in second quarter and three in fourth quarter. In the spirit of needing to be flexible with the campaign, the specific messages have not yet been determined. However, two ads per adult demographics (i.e. Gen Y, Gen X and Baby Boomers) are planned and will be tightly tied to the development of the online videos for the campaign.
In Michigan, the ads will be run in major media markets.
In 2008, a special radio ad campaign will be launched to promote credit unions as the safe choice during the financial crisis. The campaign will spread the word about CU safety and will tout them as the trusted financial services provider for borrowing, saving and investing. The ads will also remind the public that CU members save $8 billion per year nationwide through better rates and lower fees. The ads will acknowledge that all federally insured credit unions and banks are safe but that credit unions are the trusted long-term financial partner in good times and in bad.
At least one contest will be run for members to submit videos that tell their unique credit union story. The top videos will be featured on the site, with recognition going both to the members and their credit unions. The contest is aimed driving excitement, traffic and direct members involvement with the site. It is also aimed creating viral content that credit unions and their trade associations will want to include in their sites, and members will want to tell their friends and family about.
Use of YouTube, MySpace and other social networking and Web 2.0 sites will be explored as further details of the campaign are fleshed out.
Credit unions are known for their willingness to help their members and their community. As part of this campaign, we will highlight through video and stories the many causes credit unions are involved in and the positive impact they make. Examples of such causes include Children’s Miracle Network, financial education, scholarships, Special Olympics and other similar efforts.
Collateral items that coordinate with and complement the campaign will be made available. Collateral can be customized with a logo, phone number, Web address and unique offers or information. In addition, turnkey collateral items will be made available for bulk purchase.
2007-08 campaign collateral items are still available--click to order materials.
Online videos will be an important tool in communicating the credit union difference and how it has personally helped members. The videos will be a combination of those professionally produced by the campaign, and ones developed by members themselves. The videos will be segmented out based on targeted age groups, and can be embedded into other Web sites.
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Regulatory Affairs
