WESTBROOK, Maine—The Maine CU League has launched a statewide advertising campaign that includes television ads called “Own It.”
"Credit unions have owners not stockholders, so 'Own It' is an opportunity to highlight a significant difference between credit unions and other financial institutions. This campaign is leveraging that message," stated Maine league President John Murphy In a released statement
The campaign is based on research done on behalf of the MCUL by Portland Research Group last spring.
“We found that 'Own It' resonates with consumers, especially in the 18-34 year-old demographic, and creating TV and radio spots that highlight that message is an essential part of this campaign," said Debra Trautman, VP of corporate marketing for the league.
According to the MCUL, there are currently two commercials airing, one of which features the owner of The Gorham Grind, a local coffee shop in Gorham. In the spot, the owner explains how his local credit union "believed in his business, when other financial institutions did not, and that the values of credit unions align perfectly with his local business."
The other spot airing features The Gagnon Family, a family that lives in Madawaska, who talk about the role that the credit union plays in their lives with lower fees and better terms, and a true community institution.
The campaign has additional commercials that will be introduced throughout the year that feature different stories on the "benefits, philosophy and focus of how using a credit union makes a positive difference in people's lives,” according to the league.
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