NAPERVILLE, Ill. — The belt tightening by state leagues, evidenced by last week's slashing of 2009 ad buys by the California/Nevada Credit Union League, looks to be a priority among Illinois CUs, with anticipated reduction of media spots next year on an awareness campaign.
"There's no immediate cash crunch but considering what's going on in the economy, our board may decide to put in less into the 'iBelong' budget," said a spokesman for the Illinois Credit Union League making reference to an expected reduction in the $850,000 that went into 2008 TV/radio ad purchases.
The "iBelong" campaign is a product of the Pennsylvania Credit Union Association and in Illinois, CUs make voluntary contributions in addition to grants made by the Illinois board.
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"This matter is all going through the board process now and we just can't say how much of a reduction there might be," said the spokesman noting, however, Illinois CUs have long felt the need and effectiveness of awareness campaigns "with budgets 10 times what they were 10 or 20 years ago."
At the same time, economic realities dictate refinements, he concluded forecasting the $850,000 will "simply be not as big in 2009."
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