OLYMPIA, Wash. –A coalition of Washington State Credit Unions are rolling out what it is being called a major "we're-here-to-help" awareness campaign targeted at bringing in new business.
The campaign pegged at $1 million and being funded by voluntary contributions from major CUs in the state plus many of the smallest is set to begin Jan. 1 using print, TV and radio in three major markets of the state, said leaders of the "Credit Unions of Washington" consortium, as it is known.
"Washington Mutual was a very tough competitor for us ranking at the very top of consumer service but we know Chase does not have that service philosophy and so we intend to dramatically demonstrate the credit union difference," explained Kevin Foster-Keddie, president/CEO of the $1 billion Washington State Employees CU, of Olympia.
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Foster-Keddie, who says he is "chief cheerleader" and coordinator of the consortium also joined by the $8.4 billion BECU, said the new CU branding, being created by a Seattle agency, will shift from "a safety and soundness" theme since that "tends to make consumers a little nervous."
Rather, the January campaign will stress "how credit unions are here to help" and it may also state that CUs "did not take any of the bailout money" though regulators might frown on that, said Foster-Keddie. Regardless, the Washington campaign, as compared to previous forays should enjoy favorable ad rates "from those TV and radio stations which find themselves with fewer advertisers because of the economy and also after the elections."
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