BIRMINGHAM, Ala., and TALLAHASSEE, Fla. (10/1/14)--The latest edition of the League of Southeastern Credit Unions' Cooperative Image Campaign, which aims to broaden credit union awareness in Florida and Alabama, reached 80 million consumers this year, the league revealed this week.
The 2014 campaign incorporated a traditional TV ad, radio spots and billboards that in most cases could be seen in both Florida and Alabama. With a focus on Gen X consumers, the league also promoted credit unions through YouTube, Pandora and social media websites (
The TV ad was viewed more than 5 million times online through pre-rolls--or short ads that run prior to the start of an online video--and YouTube, according to the league. The campaign ran from May through August.
"One of the league's biggest annual initiatives is the Cooperative Image Campaign," said Patrick La Pine, league president/CEO, who announced the results of the effort in his weekly column Monday (
). "Member credit unions have told us it's important to them because it promotes the credit union brand across both states and also complements their marketing efforts. That's the cooperative structure of the campaign."
Credit unions participate in the campaign by voluntarily contributing their "fair share" to the effort.
Each year, the league pays for independent research to track the impact of the campaign, which ultimately directs consumers to the league's
website where they can learn the benefits of joining a credit union.
The research showed that two-thirds of respondents considered joining a credit union and 36% are now interesting in becoming a member.
Plus, the click-through rate to the website doubled from the rate seen two years ago. The website drew 183,000 overall visits, which is nearly triple 2012's rate.
The league is also already planning next year's Cooperative Image Campaign. The campaign's task force, made up of credit union marketing professionals from both states, indicated it will use the same TV ad once again but would like to add online-specific marketing to enhance the effort.
"If nothing else, it expands our presence on TV and online to reach more consumers with the ability for credit unions to share through their social media channels," La Pine said.