In an aggressive new bid to reach Gen X, the League of Southeastern Credit Unions announced this week it is launching a $2.1 million image campaign next April under the tagline, "Credit Unions, We're Giving Banking a Better Name."
League officials said the multi-media blitz including TV, radio, billboards and social vehicles and paid for with "fair share" contributions of the 309 members in Florida and Alabama is not anti-bank but contains messaging that CUs are better alternatives.
The ads, which also will hit on the CU difference, has been in the works since last January with creative content being produced by Scout Branding Co. of Birmingham.
Explaining the reasoning behind making two-state imaging effort now, Patrick La Pine, president/CEO of LSCU, said in a statement that league research shows the credit union message is only reaching 50% of people in Alabama and Florida.
The co-op campaign in Florida would be the first major effort of this kind, an LSCU spokesman said. "Alabama has had a campaign in the past, but this one will be much larger and broader" than previous ventures under the old Alabama Credit Union League banner, he added.
LSCU said it crafted its youthful pitch based on its research showing that "Gen X is smart, tech savvy and wants to control their money, not have someone else control it for them. The campaign message will show Gen. X that by putting their money in a credit union it will provide them with a better banking experience."
The campaign will include 30 and 60 second TV and radio ads plus online ads, and "a landing website that will use social media as a way to engage the member and incorporate peer-to-peer multimedia," LSCU said.