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Illinois partners with Pennsylvania iBelong campaign
NAPERVILLE, Ill. (1/25/08)--The Illinois Credit Union League (ICUL) will partner with the Pennsylvania Credit Union Association’s (PCUA) “iBelong” media campaign to increase credit union awareness in Illinois. The Illinois Statewide Image Awareness Task Force has met since last year to develop a program to increase credit union awareness among Illinois consumers. After reviewing several state campaigns, the task force chose iBelong. “Pennsylvania developed a top notch campaign that we believe will play well here in Illinois,” said ICUL Chairman Carl Sorgatz. “Between the research and all the elements that have been created, we feel this is an initiative our credit unions will get excited about and support.” The task force hopes to eliminate misconceptions about credit unions; increase consumer interest in doing business with credit unions; enhance credit union image among lawmakers; and complement and lay the foundation for individual credit union marketing. “We can begin to change the way Illinois consumers think about credit unions,” said John Bratsakis, ICUL vice chairman and task force chairman. Credit union membership is declining among peak borrowers ages 25 to 44, and a majority of credit union members are aging. According to the Credit Union National Association’s Environmental Scan for Strategic Planning (e-Scan), the average member age is 47. The ICUL board set a $850,000 goal for the campaign, and agreed to donate $500,000. The remainder will come from voluntary donations. With the $500,000, the task force will fund two three-week media campaigns including billboard, radio, print and cable television. Credit unions will receive marketing materials that coordinate with the campaign and can “piggy back” on it for local media.
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