NORTH TOWNSHIP, Mich. – The Michigan Credit Union League Cooperative Advertising Forum has come up with a strategy to help get the credit union message out in 2005. With a recent approval for a $1 million pool of matching placement funds by the MCUL board, the Co-op Ad Forum has established eligibility requirements for local cooperative ad groups to receive matching funds in 2005. “Under the guidelines approved by the Forum, fully participating CUs can customize or tag TV commercials to further maximize their investment,” said MCUL Association Services Vice President Lori Bahnmueller. “The MCUL is working with the local CUMAs and CUs to promote the 2005 cooperative advertising strategy, and local meetings are being planned for the coming two months.” Bloomfield Hills, Michigan-based advertising agency the BERLINE Group, has been tapped to lead the new cooperative creative campaign, which will include TV, radio and print spots as well as collateral, turn-key marketing pieces for individual CU use. “The creative will be finalized following the results of a statewide consumer survey being conducted in 1,400 households, 200 per local DMA,” said Forum Chairperson Karen Church, president/CEO at ELGA CU. “This survey will provide a baseline and progress report for the marketing. Research includes attitudinal measurements, awareness and consumer intent.” Research results and the comprehensive campaign strategy will be released in the first quarter of 2005.

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