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CU System
PCUAs iBelong campaign aims to fuel growth
HARRISBURG, Pa. (4/2/10)--The Pennsylvania Credit Union Association’s (PCUA) iBelong campaign began a new series of television and radio ads this week. The spots will run throughout the year.
The Pennsylvania Credit Union Association's iBelong campaign began a new series of television and radio ads this week that will feature credit union members in their homes and at work. (Photo provided by the Pennsylvania Credit Union Association)
The campaign portrays credit unions as local, stable and willing to lend to consumers and small businesses, said PCUA (Life is a Highway April 1). The new radio and television spots feature credit union members in their homes and at work. “Our original ads stressed eligibility [for membership],” said Mike Kaczenski, chair of the Advocacy Marketing/Steering Committee, which is comprised of 18 credit union marketers and developed the campaign’s new creative. “But given the recent economic events, we decided to go more aggressive and encourage people to move their funds from a large bank to a credit union. We hope the campaign helps fuel the growing ‘Move Your Money’ sentiment sweeping the country.” The campaign website, iBelong.org, also was redesigned. Credit unions can access media schedules and other campaign information through the iBelong page on PCUA’s website, and obtain campaign graphics, logos and marketing assistance from cuink.com. The annual member growth rate among Pennsylvania credit unions was 2.4% at the end of 2009, above the national average of 1.4%, noted Jim McCormack, PCUA president/CEO. “Certainly iBelong played a large role in this increase,” he said. For more information, use the link.
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