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CU Difference Campaign Objectives

Messages

The CU Difference campaign is an annual, statewide, cooperative media effort that raises consumer awareness of credit unions and the benefits of credit union membership. Specific messages vary from year to year, but in general they target one or more of these ideas:

• Every credit union is member owned. So we, the members, reward ourselves, the members, with lower fees, better rates and easier lending
• Loan rates on average are 1% lower
• Lower fees/lower rates
• Most credit unions offer free checking and debit card programs
• Nationwide free ATM network/80% of credit unions offer free ATMs
• Save an average of $200 per year per family
• Switching is easy. You owe it to yourself to take 15 minutes to see what a credit union can do
• Enter our sweepstakes for a chance to win $10,000 grand prize or one of $20,000 in instant prizes

Objectives

The messages will be woven into all of our advertising materials to meet the overall campaign objectives:

• Build awareness of the credit union difference
• Drive new members
• Drive product volume, especially for loans and checking/debit
• Adjust the media mix to drive volume and efficiency
• Offer sweepstakes program that is exciting for consumers but simple for credit unions to implement
• Offer more value for credit unions

Sweepstakes

To generate additional consumer awareness for 2012, we have developed a 45-day sweepstakes contest to award $20,000 in instant prizes and a $10,000 grand prize. The sweepstakes will be driven through radio ads and credit union marketing efforts, and will require consumers to enter via the Internet after viewing 2 short videos (coming out in April) that support the overall campaign messages. For credit union members, the video will focus on loans and building a stronger relationship with their credit union. For nonmembers, the video will educate them on the value of membership and the advantages of credit union loans. Implementation details:

• Sweepstakes period: 45 days beginning in May
• $10,000 grand prize and $20,000 in instant prizes (awarded over a 45 day period)
• Credit unions will imbed member-focused video on the website
• After viewing video, member will enter sweepstakes and be prompted to share the chance to win through social media
• Entries will be managed centrally
• Demographic information will be collected

Target Audience

• Target adults ages 25-54
• Develop a segmented approach to target younger audiences (ages 18-34) Via Facebook and Twitter - coming soon!!

Projected Start Date

• May 14, 2012