Archive Links

Consumer Archive
CU System Archive
Market Archive
Products Archive
Washington Archive
150x172_CUEffect.jpg
Contacts
LISA MCCUEVICE PRESIDENT OF COMMUNICATIONS
EDITOR-IN-CHIEF
MICHELLE WILLITSManaging Editor
RON JOOSSASSISTANT EDITOR
ALEX MCVEIGHSTAFF NEWSWRITER
TOM SAKASHSTAFF NEWSWRITER

News Now

CU System
CU cites success of Happy Unbanking campaign
FARMERS BRANCH, Texas (2/3/12)--In 2008, three years before grassroots activist Kristen Christian challenged consumers to transfer their funds from banks to credit unions on Bank Transfer Day, People's Trust FCU offered Houston-area consumers a similar call to action.

That was when People's Trust FCU launched its "Happy Unbanking" campaign, which highlighted the differences between credit unions and banks.

The credit union's advertising agency provided an outsider's perspective of the not-for-profit financial institutions, Patrick Flynn, sales and promotions coordinator with People's Trust FCU, told the Texas Credit Union League (LoneStar Leaguer Feb. 1). "Credit union members know how great we are, but the majority of the public does not know what a credit union is," Flynn said. "Highlighting our differences from banks is an easy way to communicate what makes us special."

The credit union formed its call to action around a microsite described the credit union cooperative structure and philosophy.

Despite the name, the purpose of the campaign wasn't to attack banks, but to bring attention to the credit union philosophy, Flynn said. "While it did cross our minds that some would consider it 'attacking,' we were confident that the majority would see it for what it was, an ad campaign trying to make a difference and catch people's attention," Flynn said.

The $416 million asset credit union measured the campaign's success through website statistics, new accounts opened, public relations received through local media and industry outlets and feedback from members.

Flynn offered five steps for credit unions considering a similar campaign:

  1. Develop a budget;
  1. Determine how the campaign will support the credit union's mission;
  1. Determine the hook--what will get consumers' attention;
  1. Obtain buy-in, from tellers to the CEO; and
  1. Develop an implementation plan;
Other Resources

RSS





print
News Now LiveWire
Watching #SuperBowlXLIX this Sunday? Look for regional #creditunion #commercials @CltMetroCU @BECU @golden1cu #Seahawks #Patriots
12 hours ago
Philadelphia's American Bakery Workers FCU liquidated by @TheNCUA; @trumarkonline assumes shares
12 hours ago
More branch shutterings by @Citi: 4th-largest bank to close 10% of #Chicago area branches HT @CrainsChicago http://t.co/2vAvgucLY5
13 hours ago
56% struggle with subprime credit scores says @cfed survey HT @washingtonpost http://t.co/RHmMvuhNtw
14 hours ago
How to use social media for crisis communications Feb. 10 webinar from @SBAgov, @AgilityRecovery http://t.co/d16t8RHr7n
14 hours ago