New York State Credit Union League
Awareness Campaign
Letter to credit unions from the League’s VP of marketing & communications
Dear Credit Union Leader:
On these web pages you will find a brochure and a Connection article that provide an overview of the new statewide awareness campaign for credit unions. Please review the information and read through the enclosed media plan to learn how your credit union and chapter can get involved making the statewide campaign connection at the local level, bringing value directly to your individual credit union.
Campaign components consist of billboard, radio, TV, newspaper ads and a website with additional support components such as markers, buttons, flyer/posters and web graphics. A supply of branded markers is available upon request at no charge. See the
marketing materials order form
for details.
NYSCUL will be running TV spots across the state in the targeted demographic market areas (DMA) of Albany, Buffalo, Syracuse and Long Island. Billboards will be placed in the area surrounding the NYC metro DMA. Please review the
DMA map to see the geographic coverage area your credit union and chapter will receive.
Coverage areas were selected based on the highest CU member concentration as well as affiliated CUs within the DMAs. Spots will air for a 3-week period during the Fall of 2007 including Credit Union Week, to maximize viewership during the television series premiere season.
Working within budgetary requirements, numerous media options and combinations were researched and after all the analysis was reviewed, we determined to focus our media buy to one major media (the most costly - TV) in order to maximize the campaign value. During the campaign period, additional value can be directed to the awareness effort by having chapters and/or individual credit unions utilize the campaign support items.
Below are some suggestions on how your individual credit union can maximize on the campaign:
If your credit union would like to supplement what the League is doing, there are additional measures you can coordinate with local cooperative dollars within your chapter to run:
Campaign creative components are available to member credit unions at no charge. Many of the pieces can be customized with credit union branding information.
How does your credit union benefit: when a current member walks into your lobby and sees a poster, a flyer, a TV spot…receives a marker and then sees the television ad on a broadcast network, they automatically associate this first-rate campaign with their own credit union. Local prospective members learn about the credit union difference and are able to locate a credit union to join through the consumer based website:
CreditUnionsFORYOU.com.Campaign information and graphic files are located on this site:
To view the TV spots and to hear the radio spots, go to
CreditUnionsFORYOU.com and click on "Make Your Mark" to the left. Below you will see the TV and Radio spots.With the TV and radio spots you have the option to personalize the spots with your CU name and address at the end by going to your local TV or radio station.
If you have any questions, please contact me at (800) 342-9835 ext. 8239 or Mike Lanotte at ext. 8236.
Sincerely,
Camille Aleixo
VP, Marketing & Communications
NYSCUL
