The League of Southeastern Credit Unions is stepping up its efforts to reach a youthful audience in 2011 by 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 media and with a strong Gen X branding, will be paid for with fair share contributions of the 309 members in Florida and Alabama. The league said the campaign is not antibank but contains messaging that CUs are better alternatives.
The ads, which also will hit on the CU difference, have been in the works since last January with creative work being handled by Scout Branding Co. of Birmingham.
Citing the timing of a two-state imaging effort now, Patrick La Pine, president/CEO of LSCU, said league research shows "that 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, said a LSCU spokesman, while "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.
In crafting a youthful pitch, LSCU said its research shows "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," said LSCU.
The website, said the league, "will be critically important because the ads will drive potential members to the site and introduce them to a credit union, show them the credit union difference and also help them connect, through social media, other members and see why they love being a credit union member."
In embarking on fundraising for the campaign, LSCU said it received its first contribution of $100,000 from its League Service Corp. "This money will be used to develop the creative look and will help ensure that the maximum amount of money raised from credit unions stays in their respective media markets for advertising," said LSCU. The campaign is slated to reach 14 major media markets in the two states.