HARRISBURG, Pa. (9/30/10)--The board of the Pennsylvania Credit Union Association (PCUA) has approved funding for its iBelong media campaign for 2011 with a 33% rate cut from the 2010 assessment (Life is a Highway
Sept. 29). PCUA said three factors supported the decision:
* Growth rates at Pennsylvania credit unions outpaced the national averages in membership, 2.2% vs. 0.9% respectively; assets, 8.9% vs. 3.8%; and loans, 5.4% vs. -0.9%; * Studies showed steady gains in awareness and favorable perceptions among noncredit union members; and * Most member credit unions supported the campaign and indicated it should continue.
"We know many credit unions continue to face economic challenges," said Ray Brunner, PCUA board chairman. "But the fact is, looking at the growth statistics and the desire by the vast majority of our members to continue the campaign, it was the right decision." PCUA's Advocacy/Marketing Steering Committee will examine new channels and messaging to the younger demographic, he said. Assessments will continue on a three-tier system:
* Credit unions with asset sizes under $20 million will pay $7 per million assets; * Those with assets of $20 million to $50 million pay $27 per million; * Credit unions with assets more than $50 million pay $40 per million.
PCUA expects 2011's media budget to reach $1.1 million. PCUA's board approved a $50,000 boost from Pacul Services Inc., which is included in the budget total. iBelong is a media awareness ad campaign that focuses on the benefits of credit union membership. It began in Pennsylvania in 2006, and since then, other leagues have employed the program.