WASHINGTON–In conjunction with the International Co-operative Alliance and Domains.coop, the National Cooperative Business Association and CLUSA International said they are launching a consumer awareness initiative specifically for cooperatives, “OwnIt: Your Work. Your Identity.”
The campaign is not related to a statewide awareness campaign with a very similar name, “Own It,” being run by the Maine CU League.
According to the NCBA, the OwnIt campaign “will provide cooperatives in the U.S. both digital and paper resources to help communicate the value of their co-op identity to members and consumers. The campaign website (www.ownit.coop) features an expanding toolkit including videos, templates, posters, flyers, social media graphics and sample copy that highlights the value of using the .coop domain and the COOP Marque as effective tools co-ops can use to differentiate themselves from other types of businesses.”
The NCBA further said that along with the ability to apply for a .coop domain, the COOP Marque and NCBA CLUSA membership, the site will feature a blog where readers can submit stories and events about their cooperatives. In 2016, NCBA CLUSA anticipates the launch of an interactive forum that will provide a platform for connecting cooperatives and members across all sectors.
With U.S. consumers now familiar with trust marks like Non-GMO, Fair Trade and USDA Organic on food products and momentum behind the “Shop Local” movement, John Torres, director of communication and public relations for NCBA CLUSA, said he believes that cooperatives are in an ideal position to elevate awareness of the co-op business model by using the .coop domain and COOP Marque.
“Retail label trust marks are sought after by consumers, helping them to make better informed decisions,” he said. “Using the COOP Marque is the natural next step for co-ops to communicate their cooperative identity and we expect to see it everywhere. When co-ops can talk together about the .coop domain as THE place of business for cooperatives and when co-ops can talk together about the Marque as THE mark of a transparent, ethical and democratically run business, that’s when change happens in the minds of the consumers,” he said.