The League of Southeastern Credit Unions in a rerun this month of its 2011 $1.2 million campaign branded “Credit Unions: We’re Giving Banking a Better Name” said it is getting positive results in building awareness in both Alabama and Florida.
The league said post-campaign research from the September campaign shows an 8% rise in awareness in Florida and a 6% rise in Alabama.
“Research also showed that 14% of consumers that had secondary relationships with credit unions such as a car loan or savings account, but use another financial institution for main banking moved their money to a credit union during the third quarter of 2011,” the LSCU said in a statement.
The third quarter Call Report data also showed a spike in membership in the third quarter, the league added.
LSCU said it is now rolling out the second run of on-air and Internet spots to run in 13 media markets in the two states.
This year’s run will feature TV, radio, Web, social media and public relations initiatives focusing on Gen X consumers.
The 2012 campaign has more than 110 credit unions contributing on a voluntary basis, the league said.
The LSCU itself contributed the first $100,000 to the campaign with shared branching networks in Alabama and Florida each contributing $25,000.
The creative was developed by Scout Branding of Birmingham with spots running in Mississippi and Connecticut under contracts with league groups in those states.