Credit unions across the U.S. may soon have formal clearance to use the “Every Day Is Bank Transfer Day” brand in their marketing.
CUNA said it has an application for trademark protection pending with the U.S. Patent and Trademark Office.
The application followed negotiations with the $1.3 billion South Carolina Federal Credit Union of North Charleston, which for weeks has been promoting the “Every Day is Bank Transfer Day” moniker in traditional media, Facebook and Twitter.
“We’re very excited and happy to share ‘Every Day’ with credit unions across the country,” a spokesman for South Carolina Federal said. It had debuted the “Every Day” slogan in late November after the BTD movement generated by some estimates as many as 500,000 new accounts before, on and immediately after the Nov. 5 event.
Joining South Carolina Federal promoting the new “Every Day” blitz has been the South Carolina Credit Union League, which has solicited Palmetto State credit unions to start using the brand in advertising while the league and SCFCU applied for trademark protection with the federal agency.
The league and big South Carolina credit union have said that they think the BTD concept can prove to be as successful as the “Got Milk” campaign by the nation’s milk processors.
Meanwhile, CUNA said the originator of the viral Bank Transfer Day campaign, Los Angeles art dealer Kristen Christian, will appear with President/CEO Bill Cheney on a panel at CUNA’s Governmental Affairs Conference March 18-22 in Washington, D.C.
Christian also had recently spoke in a CUNA webinar about her introduction to and support of credit unions, the trade group said.