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Safety soundness message pushed by CU leagues
MADISON, Wis. (10/22/08)--State credit union leagues continue to push the message of credit union safety and soundness in the media. Leagues are conducting the following efforts:
* The Michigan Credit Union League and Michigan credit unions aim to impart the message of credit union growth, (on pace for 2 million new members nationally in 2008) and soundness (assets rose 5% nationally in the first half of 2008), through a new, multi-million dollar campaign called “The Credit Union Difference Initiative.” The campaign theme of “Love + Trust = My Credit Union” will consist of two phases. The first phase is a radio advertising campaign that will run statewide for six weeks, and the second phase will include a customizable radio, Web and collateral campaign in 2009. * In response to feedback from member credit unions, the Louisiana Credit Union League (LCUL) recently launched a statewide advertising campaign promoting the many benefits of credit union membership to current and potential members. LCUL facilitated this cooperative print ad campaign, which was funded by participating credit unions around the state. The ads were placed in major daily newspapers across the state. “Louisiana Credit Union Members Sleep Well at Night … knowing their money is safe, sound, and insured” was the theme of the print advertisements. The league also launched a radio advertising campaign Oct. 15 that is airing statewide. As with the print ads, the radio campaign assures credit union members that that their money is safe and insured. It also presents the benefits of joining a credit union and encourages potential credit union members to visit the league’s website to find a credit union that they may be eligible to join. The league provided the funding on behalf of Louisiana credit unions. * On Oct. 10, viewers of Burlington television station FOX 44’s early evening and 10 p.m. newscasts got an important message from Association of Vermont Credit Unions (AVCU) President Joe Bergeron--credit unions are safe, sound, insured, and have money to lend. FOX 44 Reporter Julia Dunn visited the AVCU offices with a cameraman to interview Bergeron amidst the ongoing turmoil of the rapidly falling markets and bailouts of for-profit financial institutions. “In a tanking economy, people are wondering where to put their deposits so that their money will be safe,” Dunn reported. “Instead of pulling all your money out and stuffing it into the mattress upstairs, credit unions are grabbing more people's attention.” * The New Jersey Credit Union League has stepped up with unbudgeted funds to invest in advertising throughout the state to spread the message of credit unions. The league office reported it has been bombarded by consumer requests for more information on New Jersey credit unions and its promotional websites have seen a significant increase in Web traffic. Media calls are on the rise and even competitors have caught wind of the leagues’ efforts. The league’s advertising efforts stem from the slogan, “New Jersey's Credit Unions, Banking You Can Trust.” The ads are running in several state papers. The ads that have made a big impact are running on the radio waves, the league said. The league is running 60-second spots that a number of the callers have referenced when contacting the League. Online ads are also running in several outlets. * The Virginia Credit Union League is launching a statewide consumer awareness campaign on credit union safety and soundness next week. The print element features one of the ads produced by the Credit Union National Association.
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