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LATHAM, N.Y. – One year after it began its campaign to raise members’ and consumers’ awareness of credit unions and their unique role in the financial services marketplace, the New York State Credit Union League has launched the third phase of the education campaign. During the first quarter 2006, printed campaign materials were sent directly to CUs. The materials communicate, in plain language, key points of the “credit union difference.” Included in the packets were statement inserts, a newsletter article, posters/flyers, Web copy, and stick-on buttons for staff. The first phase of the league’s Advocacy Campaign began in April 2005 with outdoor billboard advertisements placed on routes to and from the state capitol to catch legislators’ eyes as they traveled to their Albany offices, as well as their staff members and local consumers. The billboard ads ran for three months. A month-long radio campaign ran simultaneously. The second phase of the campaign featured billboard advertising in key markets throughout New York State and free use of three league-produced radio spots by affiliated credit unions statewide. That phase ran from September through mid-December 2005. By the time the third phase ends it will have run from January-April 2006. NYSCUL Public Relations Coordinator Bonnie Sklar said the league is “exploring our options for the next phase.” Throughout the three phases, she said the league’s goal of the campaign has remained the same: to show every one of New York’s four million plus credit union members why credit unions are unique. The league’s Credit Union Advocacy Plan was funded through voluntary donations from 72 CUs to the advocacy fund for approximately $119,000. NYSCUL President/CEO William Mellin said the league’s advocacy initiatives “are a pivotal part of our strategic plan. They are instrumental in our ongoing efforts to build key relationships with legislators while educating members and reaching out to consumers.” -

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