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Michigan Credit Union League

Cooperative Advertising Campaign

The 2017 "Steps" Campaign

This unifying force strengthens the perception of Michigan credit unions. Our campaign is more than facts, such as better rates, lower fees and ATM access. In 2017, we are refreshing the “Steps” campaign. This links all of the important life steps people take: from buying a car, going to college, getting married, starting a family to an important financial step: joining a Michigan credit union.

This is our story, and it’s just the beginning.

2017 Supplementary Collateral/Media Update

Creative for the 2017 campaign is currently in production, including additional assets for credit unions to leverage. This year we are adding additional photography, video options and supplementary pieces. We are expanding our creative to include topics such as: home loans, auto refinancing and small business loans. We anticipate having new integation materials to download around April 1st. Assets will be added to the "Steps Campaign Assets" link, under "Resources" as they are completed.

Media buys are currently in production as well. Advertising schedules will be added to "Resources"  as they are secured. 

Campaign Methodology

Months of research and state-wide collaboration went into this campaign to maximize effectiveness and expand outreach. This process included:

  • Referencing the annual CU Difference consumer study

  • Targeting Gen Y and Millennials

  • Increasing current member participation in programs

  • Testing creative concepts on focus groups for consumer reaction

  • Reviewing final concepts with committee, adjusting for feedback
    and developing into a full campaign

How to Participate in 5 Easy Steps

Step 1 Contact your League Rep and let them know you’re on board.

Step 2 Plan your 2017 marketing strategy -or- contact your League Rep for assistance.
Help is only an email away

Step 3 Review the 2017 Integration Guidelines for brand requirements and prepare new creative samples

Step 4 Submit scripts, visual samples, etc. to culink@mcul.org for approval prior to completion

Step 5 Submit paid invoices and final product samples to culink@mcul.org for reimbursement


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