Creating an identity in the minds of your community, members and SEG groups is a common goal for credit unions of all sizes. The trouble is that most people don’t truly understand the credit union difference. Your Statement of Commitment is a perfect tool for articulating your unique philosophy and mission. Using this information, you can deliver a successful image campaign that will reward you with member loyalty and attract new members as well.

Take pride in your participation in Project Differentiation and educate your members with the following suggestions:

• Post your Statement of Commitment, the Project Differentiation image, and the National Brand signature and slogan on your Web site.
• Use your Statement of Commitment to build your marketing plan each year. You’ll have already organized all the information you’ll need to:
• Identify and prioritize which services to promote.
• Define promotion schedules with seasonal considerations for some services.
• Identify your target market for each promotion.
• Determine the most effective delivery channel(s) for each promotion.
• Use information from your Statement in promotions to SEG contacts, political supporters and other groups.
• Include newsletter articles about your Statement of Commitment in your quarterly newsletter.
• Display a Project Differentiation banner in your lobby(s).
• Display window decals with the Project Differentiation logo at an appropriate location in your office(s).
• Send a statement insert to all your members with your next quarterly statement.
• Furnish Project Differentiation payroll stuffers to your SEG groups to distribute at least twice each year.

With Project Differentiation and the National Credit Union Brand signature and slogan you can create a positive image of your credit union and build member loyalty. Keep in mind that members who know the uniqueness of their credit union, benefit more from their membership than those who don’t understand the credit union difference.

Copyright © 2008 - Credit Union National Association, Inc.