'Trust CU' Brand Due for Jet Playoff Airing
There'll be a definite credit union radio "spin" to this Sunday's American Football Conference title game between the New York Jets and the Indianapolis Colts, thanks to New Jersey CUs.
That's because the New Jersey Credit Union League, to coin a football phrase, is taking to the air lanes to broadcast its provocative "Banking You Can Trust" commercials on two AM radio stations.
Throughout the game five commercials will air on each New Jersey station, four during game play and one during pre or post game discussion, said Paul Gentile, the president/CEO of the league who noted the Jets are true "underdogs" with a big fan base across the state.
As for the message, "there has never been a more important time to tell the credit union story" with the title game an ideal setting, said Gentile. "Consumers are anxious for alternatives and credit unions, as member-owned cooperatives with no outside shareholders, are a compelling alternative," said Gentile.
The "Banking You Can Trust" message to be broadcast on AM station 1160 and AM 1310 fits the building awareness theme, he argues.
"You can't brand something that isn't known," he said, "By using the term 'banking' we instantly tell consumers what we do. While CUs "are certainly not banks" CUs do offer 'banking' services and so "let's use common language that consumers understand and not try to confuse them with terms like 'shares' and that they have to 'join'. And 'trust' of course is what credit unions are all about."
"For us in New Jersey, 'Banking You Can Trust' is the right message," he concluded.