WESTBROOK, Maine — The new co-op ad campaign launched last month by the Maine Credit Union League underscores an urgency faced by CUs everywhere: online providers and new financial players like State Farm Insurance are expanding rapidly into traditional deposit and loan markets.
As a result, leaders of the Maine league said last week they are giving their new "I Save" TV campaign its highest priority ever with a harder-edge branding and advocacy message stressing products, rates and convenience.
"All you need to do is take a look at how much business is being taken these days by ING and those insurance firms," declared Gail Richardson, chairman of the league's Statewide Advertising Committee and president/CEO of Midcoast Credit Union in Bath.
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