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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