PORTLAND, Maine (1/14/13)--Maine's credit unions have launched a two-year, $800,000 statewide awareness campaign. The multi-channeled campaign was developed with guidance from research about the state's consumers.
Credit unions defined several opportunities from the research, said John Murphy, president/CEO of the Maine Credit Union League.
"We found that Maine credit unions are at a great advantage in the current economic climate, with the percentage of Maine population who are credit union members to be one of the highest in the U.S. at nearly 47%," Murphy explained. "Additionally, our state has a large percent of our population that are Gen Y and who will soon be entering into key borrowing age."
The campaign's goals are to bring a higher level of awareness among members, to increase product penetration, and to directly reinforce the benefits of credit unions over banks. Now is the Time, the campaign theme, encourages consumers to take advantage of the many benefits credit unions offer.
With a total media buy of $800,000, and more than 50% of the budget dedicated to prime-time television, the league produced five 30-second television advertisements. The target audience is Gen X and Y, and females up to age 50. The league projects the commercials will reach 98% of the viewing audience an average of 30 to 45 times annually.
The campaign includes an updated micro site, a mobile credit union locator, and a strong social media presence.