Our 2012 CU Difference media campaign launched May 14, with our largest media budget ever at $2.48 million. This year's total includes $984,920 in credit union contributions, $280,000 from the MCUL and $984,920 in matching funds from CUcorp. In all, 189 credit unions contributed, with 84 contributing full fair share. For a detailed overview of the entire campaign and all related elements, click here. For more information, please contact MCUL Marketing Consultant Maureen Lafrinere or call (800) 262-6285, ext. 242.
Here’s a summary of the campaign:
TV/Radio Creative: Television and radio spots are complete. They are running in all markets. Sweepstakes radio spots will run for four weeks beginning May 28.
Media Planning: Final media budget is $2.48 million. Media plans are based on each media market’s individual budget, and include television and radio. Where budgets allow, outdoor and online advertising have been included. View the media plan. View the media buy.
CU Link Website: The site is live. Participating credit unions need to go online to create and update their profile pages. Instructions and passwords were sent via email to credit union CEOs and marketing staff on April 20. Detailed instructions for setting up the profile page.
Marketing Kits: Collateral materials that coordinate with the TV/radio and include sweepstakes messaging – such as posters, take ones and a lobby display – were delivered to all particpating branches. Click here to see the collateral. A Marketing Integration Plan is also provided to help with planning. Web banners and promotional copy for newsletters, websites, email blasts, etc. are available here.
Additional Marketing Expertise: Feel like you want to do more with your marketing around this campaign? CU Solutions Group's Marketing Solutions has been an integral partner throughout planning, development, design and production. They are available to provide marketing expertise. For an overview of ideas and resources, view the campaign flyer.
Marketing Incentive Funds: Credit unions contributing full fair share account for $635,000. These credit unions were given the option of receiving additional marketing funds to further promote the CU Difference, but must have opted in by April 30 to be included in the incentive pool. View the details of the incentives and our reimbursement form.
CU Link Logo: For additional marketing during the campaign, credit unions may want to use the CU Link logo in branches, on websites, etc. Horizontal and vertical versions of the logo are available here, with and without the tagline, "Tap into the power of credit unions."
Own Your Money Sweepstakes: The Own Your Money Sweepstakes goes is live through June 27. The Official Rules are available here. Consumers and members will watch a video about credit unions to be entered into a drawing for a $10,000 grand prize. One video focuses on the benefits of credit union membership and the other, targeted at members, focuses on the good reasons to build a bigger relationship with your credit union. The sweepstakes, managed by e-Prize, will include a 15-day soft launch and then, beginning May 28, 4 weeks in which the sweepstakes radio spot will drive consumers to the CU Link website to enter. More than a thousand instant prizes worth $20,000 will be awarded during the 45-day period. To promote the Own Your Money Sweepstakes directly from your website, we have created a web banner for you. It looks like this and is available in th CU Link admin area, with a pre-populated unique URL for each credit union. Using the provided URL allows us to track how much traffic comes from your site to the Sweepstakes site so that we can gauge interest among your members.
CU Link Social Media: A plan to engage younger consumers ages 18-34 is live on Facebook and Twitter . This campaign element includes a Facebook page, posts on Facebook and Twitter, advertising, Facebook contests and Twitter giveaways to drive interest among consumers in this age group. We are also working with participating credit unions on Facebook and Twitter to expand our social media network.
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