By David Adams
Small credit unions are a major part of what makes our movement unique. Our CU Link cooperative advertising program helps people learn about credit unions of all sizes, but it can be particularly valuable to small credit unions looking to extend the power of their marketing dollars.
The idea behind CU Link is simple. Just as auto dealers and the Ace Hardware cooperative network pool marketing resources, our CU Link campaign’s broad themes are designed to work with any Credit Union’s marketing plan. When we all come together and speak with one voice, we are more powerful than when we speak individually.
Every year, MCUL & Affiliates contributes more than $1 million to the campaign. We cover all of the production costs related to the campaign, so your dollars can be used strictly on media buys. We coordinate media buys with participating Credit Unions in your designated market area, so the money you contribute is spent in your local media market. Credit Unions in your area help decide how to spend the money.
Contributing Credit Unions are listed on culinkmichigan.com, with a profile page to introduce the Credit Union to prospective members. A major benefit to participating small-asset-sized Credit Unions is that they receive CU Link collateral materials including branch merchandising and digital files to leverage the campaign. This benefit can be helpful, especially when a Credit Union may not have the resources to dedicate to marketing efforts.
In addition, Credit Unions that contribute their full fair share are eligible to receive up to 50 percent of the money they’ve paid into the program back in the form of marketing integration. Examples of marketing integration include co-branded print ads featuring your logo along with the CU Link logo and joint radio commercials. You won’t find any other marketing program that provides this sort of value.
The current creative concept, dubbed “Realizations,” will continue for 2015. This concept capitalizes on the moment consumers realize it’s time to do something about their money – to make a positive change. It tells stories of people and their realizations about money, and how they can do better, pay less and keep more by joining a Michigan credit union. You can learn more at www.mcul.org/culink.
You recently received your annual CU Link contribution request, which also includes information on the annual dues rebate MCUL & Affiliates has been able to provide for the last several years. While you are certainly entitled to do what you want with those funds, we would like to encourage you to send at least some of the rebate back to MCUL for use in the campaign.
You recently received your annual CU Link contribution request, as well as a separate communication detailing your annual dues rebate that MCUL & Affiliates has been able to provide for the last several years. While you are certainly entitled to do what you want with those funds, we would like to encourage you to send at least some of the rebate back to MCUL for use in the campaign.
Consider what Jason Smith, CEO of Lansing Postal Community CU, said about CU Link:
“I have used the marketing integration funds both this year and last year. Last year I did a billboard for eight weeks, and this year I used the funds to assist us in a TV commercial, which is aired on Comcast,” Smith said. “I would recommend to others to take advantage of the marketing funds available if their marketing budget needs some assistance.
“Since the CU Link is primarily an awareness campaign, it easily integrated with our own marketing efforts, which focus on the awareness aspect of our credit union in and around the Lansing area.”
CU Link is one of the most important projects we undertake on your behalf here at MCUL & Affiliates.
You won’t be disappointed if you give CU Link a try in 2015.