BIRMINGHAM, Ala./TALLAHASSEE, Fla.—A new survey shows that the League of Southeastern Credit Unions & Affiliates’ cooperative image campaign continues drive members in large numbers to CUs in Alabama and Florida.
Among 1,000 respondents in a new study, 62% indicated they are considering joining a credit union. Since the campaign began in the third quarter or 2011, Alabama and Florida credit unions have added 370,000 new members and more than $11 billion in assets, record growth for both states.
LSCU is running the third wave of its image campaign, themed “Credit unions…we’re giving banking a better name.”
The cooperative campaign continues to receive strong CU backing, supporting three consecutive years of media buys of more than $1 million. This year’s media buy utilized a TV, radio and billboards.
The league this round used a heavier online media buy concentration, utilizing pre-roll video, YouTube, Pandora, Pandora video, mobile geo-targeting and social media. The campaign reached more than 80 million consumers online.
“The campaign is designed to work cooperatively with our credit unions to raise awareness,” said LSCU President/CEO Patrick La Pine. “The ads and the betternameforbanking website explain what a credit union is and that allows credit unions to concentrate their marketing on products and services. By working together, we are seeing positive growth in Alabama and Florida.”
To measure the impact of the Cooperative Image Campaign, LSCU looked at independent third-party research, the penetration of the media buy, Google Analytics for the campaign website, and 5300 Call Report data. The study was performed by the Southeastern Institute of Research.
The campaign site, www.betternameforbanking.com, attracted 183,000 consumers this year—more visits than the 2011 and 2012 campaigns combined.
The advertising effort will be back again in 2015 with the same TV and radio ad, but with new shareable content for the online media buys.
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