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PCUA to launch $2.25 million CU awareness campaign

HARRISBURG, Pa. (10/16/06)--Pennsylvania credit unions will spend $2.25 million over 18 months to increase credit union awareness and respond to slowing membership growth.

The Pennsylvania Credit Union Association (PCUA) campaign will be funded by a mandatory assessment of all member credit unions, beginning in 2007.

Credit unions with assets under $20 million will pay an assessment of .000025 of assets in 2007 and .00005 of assets in 2008, while credit unions with assets greater than $20 million will pay assessments of .00005 in 2007 and .00001 in 2008.

A Marketing Task Force appointed in 2005 recommended using a mandatory assessment to support credit union marketing and advocacy. The campaign will be guided by a Marketing Steering Committee, which is being assembled from credit union marketers statewide.

The campaign will include television and radio advertising in all the state's media markets, as well as "new media opportunities" that could include the Internet and other technology-based promotions.

Norb Kaczmarek, PCUA chairman and president/CEO of Erie FCU, said Pennsylvania credit unions currently have 3.3 million members, while 12 million residents could benefit from credit union's lower rates on loans and higher returns on savings.

PCUA will provide details about the campaign at a series of regional meetings from Oct. 27 to Nov. 20.