SAN MATEO, Calif. — Sometimes the best way for a credit union to stand out is to state the obvious with a simple declaration: We are not a bank.
"In light of recent events in the financial markets, our timing couldn't be any better," said U.S. First Credit Union Chief Financial Officer Peggy McCauley. "We're in a very competitive market, and we needed to define ourselves because there is a distinct advantage with credit unions and our prior advertising efforts weren't getting the results needed. We wanted to do something that would push the envelope a bit more and the tagline 'not a bank' hit the mark. This is not from a perspective that banks are not financially sound. Our message is we're U.S. First Credit Union and we're not a bank; we're better."
Over the past few months the credit union has been working with local advertising agency Gumas Advertising to create an edgy awareness campaign that would target those consumers who are tired of being taken advantage of by big banks.
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"From paying high fees to dealing with mediocre service, consumers are looking for a new option, so why not let them know there is a different choice. When they check us out, they'll find we're fundamentally strong, didn't get into the subprime lending. We're not out to line the pockets of shareholders, and our only purpose is to serve our members," said McCauley. "We want members and potential members to experience the benefits of the credit union difference."
Some of the eye-catching slogans running in the San Francisco area range from "a trip to the bank shouldn't be a trip to the cleaners" and "bank is a four-letter word" to "banks only have their own interest in mind." As part of a multimedia blitz that includes billboard, transit ads, direct mail, Web banners and branch posters, U.S. First CU has also redesigned its Web site (www.usfirstcu.com) for more interactivity and easier navigation and has even launched street teams to spread the word.
"We wanted to not only build a general awareness of U.S. First Credit Union but also in the neighborhoods where we recently opened two new branches. We wanted to build our reputation among locals that we are here, we're different and remind them of the value of membership," said U.S. First CU Executive Vice President/Chief Operating Officer Rebecca Reynolds Lytle.
According to Lytle, the street teams add a unique personal element to the campaign. Part-time actors adorned with T-shirts touting "cure for banking blues," carrying balloons and flyers encouraging people to stop in the branch and get a free prize walked the streets of San Francisco talking up the credit union. A total of four such events are planned not only in the city but also in San Mateo at a popular farmer's market.
"We're testing the waters here and trying it out," said Lytle. "We want to get people talking about us and that personal, fun touch is another way to show how we are different."
Lytle said the campaign also makes the most of the artificial intelligence of the Web, so consumers searching for keywords such as an auto ad that is within five miles of a U.S. First CU branch will generate banner ads taking them directly to the credit union's Web site.
Though still in the early stages, so far member and nonmember response to the irreverent spots has been positive.
"As an organization we're very willing to go out and push the envelope a bit and have done that in some past efforts, but working with Gumas helped us deliver something really unique to the area," said McCauley. "We only just starting to see the impact, but the feedback to our Web design and layout and the message has all been very favorable, and we're making the best use of a limited budget. We took a risk, but one we can stand behind to get potential members to look to us and trust us to add value to their financial lives."
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