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Michigan Credit Union League

MI Credit Unions Launch Largest-Ever Cooperative Advertising Campaign

The Michigan Credit Union League & Affiliates and Michigan credit unions rolled out their largest, most ambitious cooperative advertising campaign to date with the theme “Own Your Money,” along with a new website that brings the power of credit unions together under a unified brand, CU Link. The destination site,, highlights core messages associated with credit unions’ lower loan rates, lower fees, superior credit card value, and convenient 28,000 surcharge-free ATM network.

The $2.48 million campaign is now running in media markets statewide and includes TV, radio, web ads, outdoor billboards and social media. Because of record-breaking participation from local credit unions, this year’s campaign is the most aggressive yet, with ads set to run as long as 16 weeks in certain markets.

An unprecedented 188 credit unions, representing 61% of all Michigan credit unions, voluntarily donated nearly one million dollars to this year’s campaign, and those donations were matched dollar for dollar by MCUL subsidiary CUCorp, with additional funding from MCUL, to combine for the remarkable total nearly $2.5 million spend.

“As the Bank Transfer Day movement has shown, consumers want to own their money and know they can trust their financial institution,” said MCUL & Affiliates CEO David Adams. “The breadth and depth of this campaign truly illustrates the strength of Michigan’s credit unions, and it will help both members and nonmembers take a fresh look at how credit unions are uniquely positioned to help consumers through our pricing structure, superior service and complete line of products and services.”

The ads highlight credit unions’ superior rates, low fees, convenient ATM network, and low cost credit cards, and end with a call to action to “Own Your Money” at a credit union. Viewers/listeners are directed to the new website for additional information, where they will find:

• A credit union locator with information on products, price and location along with web links for each participating Michigan credit union
• Comparisons of loan rates at credit unions versus banks
• Information on credit unions’ extensive shared branching network of ATMs
• Financial education resources
• The Own Your Money Sweepstakes: visitors will watch a video about credit unions to be entered into a drawing for a $10,000 grand prize. More than a thousand instant prizes worth $20,000 will be awarded now through the end of June

Additionally, the campaign will use social media to engage a younger audience and encourage them to learn more about credit unions, including online prizes and competitions on both Facebook and Twitter.

This year, participating credit unions will also be able to integrate the campaign messaging into their own marketing thanks to kits provided at no cost to individual credit unions by CUCorp. Those materials include lobby displays, posters, statement inserts, web banners, newsletter content, email message templates and on-hold messaging scripts.

Furthermore, 84 credit unions were rewarded for their sizeable donations to the campaign with an incentive check to fund additional marketing integration efforts and materials. If credit unions contributed their "full fair share" and committed to integrate the statewide campaign with their own marketing, the MCUL provided cash incentives totaling $400,000 to help with advertising integration.

“Our data shows that more and more people are turning to credit unions every day,” said Adams. “Now, with this year’s cooperative advertising campaign featuring record-setting participation and the seamless integration into individual credit union marketing, we are perfectly poised to respond to the growing demand of consumers who are ready to own their money.”

 View the TV ads:
 “Like” CU Link on Facebook:
 Follow CU Link on Twitter: @CreditUnionLink

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2012-05-22 00:00:00