TCUL To Launch `Built by You. Owned by You.' Ad Campaign

DALLAS - Credit union chapter leaders from across the state got a sneak preview last week of a new ad campaign, "Built by You. Owned by You," that will be launched by Texas Credit Union League on October 31. The campaign was unveiled at the League-sponsored Credit Union Chapter Leaders Conference. TCUL CEO Dick Ensweiler commented that the intent of the statewide campaign is to increase awareness of the uniqueness of credit unions and the benefits of membership. "Nearly 6.8 million Texas credit union member/owners provide the foundation of an active and powerful force behind the many benefits and services credit unions provide," said Ensweiler. "Our new campaign is designed to highlight the financial opportunities available through Texas credit unions." The campaign will use photographs of people in varying stages of life - new college graduates, young marrieds with kids, retirees, etc. - enjoying the benefits and services associated with credit union membership. All campaign materials will feature the tagline, "Built by You. Owned by You." "The campaign is all about promoting the credit union difference. If Texas ever were to become like Utah (in terms of banker attacks), we won't be starting from Ground Zero to build consumer awareness," said Steve Stovall, TCUL Marketing Resources manager. A stock brochure and two radio spots, available in English and Spanish, have been produced. Other collateral, including statement stuffers and lobby posters, is currently being designed. Campaign concepts have been established, but the shape of the message likely will evolve as Marketing Resources tailors materials, such as billboard art or direct mail pieces, to different chapter or credit union requests from across the state, according to Stovall. In a conference presentation, credit unions were informed that, "This campaign is not an attack on banks or other financial service providers. It is promoting the credit union difference; highlighting the advantages of credit union membership, namely member-ownership, not-for-profit status, service and return to members, every member has a vote, and financial cooperative structure." The League is hoping chapters and/or credit union-established ad councils, many of which are currently establishing budgets for next year, will fuel the rollout of the campaign. Chapter leaders were told that the success of the campaign is "dependent upon the amount of exposure we are able to get. Your buy is critical to a successful campaign." TCUL expects to reinforce credit union benefits to member-owners, but also wants to reach consumers who don't understand what credit unions are all about, according to Sally Dollar, TCUL communications specialist. "We hope to position credit unions as a consumer's first choice when it comes to choosing a financial institution." - jfwrite@aol.com