'Bob, the CU Guy' moves to New Jersey

SALT LAKE CITY and HIGHTSTOWN, N.J. (7/13/06)--"Bob, the Credit Union Guy" will soon appear throughout New Jersey as part of an agreement between the Utah League of Credit Unions (ULCU) and the New Jersey Credit Union League (NJCUL).

This year's NJCUL's Advertising Cooperative will introduce the award-winning campaign developed by the Utah league.

Utah's "The Difference: YOU" campaign was launched in November 2004 when the league decided to create a branding effort to communicate the benefits of credit union membership. The league wanted to respond in a positive, upbeat way, to the infamous, negative bank attacks in Utah.

"The Difference: YOU" features "everyman" Bob, The Credit Union Guy, in every day locations, talking with everyday people about the credit union difference. From ownership of their credit unions, to lower rates, and a greater commitment to the communities they serve, the campaign is characterized by the trademarked "blue dot with the word "you" inside, and uses lighthearted humor to spread the word.

"From the moment we saw the TV commercials, we knew this campaign was exactly what we needed," said Glenn South, CEO of County Educators FCU and chairman of NJCUL's Advertising Cooperative Committee, which is spearheading the New Jersey effort. "'New Jersey's Credit Unions: The Difference: YOU' pretty much sums it up for us," he said.

Early last year, the New Jersey group contacted Bob Ahlander, ULCU's director of communications. Staff from both leagues met during the Credit Union National Association's 2005 Governmental Affairs Conference and started the process.

The media market in New Jersey, which includes major markets such as Philadelphia and New York, "is different, which does present certain creative challenges," said Sharon Dilling, NJCUL director of marketing and communications. "We obviously have to make our effort more grass roots, and we are more dependent on the support and the buy-in of our credit unions than ever before. But, I think it's just that good of a campaign. It can work anywhere."

The New Jersey league hopes the campaign will encourage other credit unions to join the co-op, which funds its efforts through fair share voluntary contributions. Plans are in the works to air the commercials, run billboards and explore other media.