Cooperative Advertising is an annual media effort by Michigan’s credit unions to enhance the image and awareness of credit unions through television and radio advertising. Here's how it works: The Michigan Credit Union League coordinates the effort annually by seeking contributions from credit unions. The contributions, plus at least $300,000 in matching funds from MCUL, are used to buy media time in each media market throughout the state. Each contribution from a credit union is spent in that credit union's own media market. To see a map of the state's media markets, click here.
Cooperative Advertising builds advocacy among lawmakers, their staff, our existing members and the general public to protect our tax-exempt status. It is part of the League's three-tiered vision for effective advocacy, along with grassroots lobbying and the Community Reinvestment Initiative. Following each annual media campaign, a statewide telephone survey is conducted to assess consumer awareness and attitudes regarding credit unions. The results of those surveys are communicated at chapter meetings.
New television, radio and related print creative are produced every two years at MCUL expense. Click here to see/hear the current radio and television ads. Print creative is customizable with the credit union's name, logo, Web address and other information. Any credit union that makes a donation to the Cooperative Advertising effort has free access to these print materials, but costs for printing, mailing, etc., are the responsibility of the credit union. Print materials can be downloaded or customized and ordered through our online store. To visit our online store, click here.
The Cooperative Advertising Forum, made up of credit union leaders from the 10 MCUL Districts, directs these activities. The Forum is a 21-member governing body consisting of one elected Representative and one elected Alternate per District, plus an Executive Director. The Forum meets about once each quarter to review and discuss issues. The Cooperative Advertising Forum strives to meet its purpose by:
- Directing advertising and creative strategy
- Generating awareness of cooperative advertising efforts and issues through reports at chapter meetings
- Approving fund-raising formulas
- Approving media buys
- Raising funds to support the annual Brand Campaign
All credit union professionals and volunteers who are interested in Cooperative Advertising efforts are welcome to attend our meetings in person or via phone/Web. We’d be delighted to have you as our guest! For this year's meeting calendar, click here. If you would like to attend the next Forum meeting, contact Karen Biestek at klb@mcul.org.
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Regulatory Affairs
