Consumer Awareness Campaign

In 2022, following two decades of success with the CU Link cooperative advertising program, MCUL rebranded the consumer awareness initiative from CU Link to Try a Credit Union. Ushering in this rebrand was an exciting new campaign, “Credit unions. For real. For your future.” This was our first fully digital campaign and first focused on the older Gen Z and younger millennial population (18-39 years old). With modern messages that complement credit union marketing, the “Credit unions. For real. For your future” campaign engages with younger generations where they are and in a way that allows them to understand that credit unions are “For Real.”

By 2034, Gen Z will have become the largest generation of consumer-spenders ever in the United States at an estimated 78 million people. This age range currently spends $143 billion per year and will be the largest consumer-spender generation by 2034. While this group is known for being practical with their money, MCUL understands there is a lack of awareness and knowledge of credit unions and how advantageous they can be to personal financial health.

Each asset of the campaign was built to direct consumers back to a new website, TryACreditUnion.com, which features bold, bright graphics aimed at helping them find a local credit union, ATM or branch. The site was also designed to help consumers find a credit union career through a job-posting board that includes all current Michigan credit union openings in an easy-to-use database.

In 2022, the Try a Credit Union campaign generated almost 89 million impressions. Equally as impressive, the campaign’s organic social media presence generated more than 10.7 million impressions and almost 50,000 link clicks. Rounding out the year’s media tactics, the display advertising portion of the campaign (billboard) ended in October 2022 with estimated impressions totaling 28.4 million.

With support from credit union contributions and matching funds, Michigan proudly holds a 100% participation rate for the eighth year in a row. Because of the generosity and participation of many Michigan credit unions over the years, the consumer awareness campaign continues a longstanding partnership to make an impact across the state. We know that nearly 60% of the Michigan population are members of a credit union, which well exceeds the national average of 41%. Together, we can continue to make a difference for Michiganders.

2023 Media Plan
Millions of Michiganders have been exposed to the CU Difference, thanks to our consumer awareness efforts over the last 22 years. Specifically, in 2022, the consumer awareness ad campaign attracted almost 88.7 million impressions driving over 327,000 users to the website. Equally as impressive, the campaign's social media presence (Facebook, Snapchat and Tik Tok) generated more than 55 million impressions. Rounding out our 2022 media tactics, the display advertising portion of the campaign (billboard) delivered an estimated 28.4 million impressions respectively.

The ultimate objective of the media plan is to optimize target reach and involvement as much as possible, particularly for younger people who engage with different media forms simultaneously. We intend to research additional emerging media strategies in 2024 to increase engagement among Gen-Z members, resulting in greater credit union exposure for our primary target audience.

Full-Share Participation
For the past six years, 100 percent of Michigan credit unions have contributed to our consumer awareness campaign. We thank you for your commitment to our cooperative advertising efforts and ask that you continue to support the advancement of the credit union movement in our great state.

With engaging and modern messages that complement your marketing, the “Credit unions. For real. For your future” campaign engages with younger generations where they are and in a way that allows them to understand that credit unions are ‘For Real.’

Please join our cooperative awareness effort for 2023. Increasing your contributions to Full Fair Share tremendously expands the proven strength of the consumer awareness cooperative campaign to reach consumers, influencers, and lawmakers.

Full-Fair-Share Benefits for 2023 (benefits unlocked after $1M in total credit union FFS contributions reached)

• Marketing reimbursement in the form of a CUBE TV gift certificate
• A copy of the consumer awareness research report
• One complimentary registration to the virtual MCUL Marketing Conference (a $449 value)

Sign up for support today!

Together, we can continue to make a difference for Michiganders. Your Full Fair Share contribution will help us reach millions of Michigan residents and raise their awareness of the credit union difference. Please join the CU Link cooperative awareness effort in 2022 by pledging your support today!

For more information, visit MCUL.org/CULink or reach out to CULink@MCUL.org or your League Representative.