LATHAM, N.Y. — In an aggressive media push to heighten credit union awareness, something not tried before on this scale, the New York State Credit Union League said today it is launching a broad-based TV/radio/billboard and Internet campaign Oct. 1 coinciding with International Credit Union Week.
The three-week media blitz, branded "Credit Unions, Open to You, True to You," is aimed at educating current members and the general public about the CU role with an emphasis on dispelling myths of membership eligibility, said league officials.
"We want to let our state residents know that credit union membership is open to almost all New Yorkers," said William J. Mellin, president/CEO of the league, in detailing the campaign highlighted by 30-second spots on major network outlets plus cable in Albany, Buffalo, Syracuse and Long Island.
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Billboards will run in a six-county metro area surrounding New York City and overall coverage areas were selected based on the highest CU member concentration, said Camille Aleixo, vice president of marketing and communications. As part of the blitz, a new consumer Web site with CU links to the TV affiliates carrying the ads has also been set up.
Cost of the campaign was not disclosed, but it is the first time co-op ads of this kind have been aimed directly at consumers since past efforts have been targeted to legislators in Albany, said the league. An Oklahoma City agency, Third Degree Advertising, which has done awareness campaigns for other state leagues, was hired for the media buys.
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