Co-Op advertising, hitting on credit union awareness and advocacy, is getting a major push in the D.C. market next week with a stepped up radio, Web and bus ad campaign organized by the Maryland/District of Columbia Credit Union Association and the Virginia Credit Union League.
The $180,000 campaign starting Monday and lasting through mid-November and using the "What's In It For You" slogan has 54 sponsors representing CUs throughout Maryland, D.C. and northern Virginia, a co-op first in this market.
Apart from the flighted 30-second radio ads and bus placards the joint effort also includes CU participation in regional consumer events, concerted public relations activities and collateral materials for credit unions to provide to their members, said a statement from the MDCCA.
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Paul Rosenberger, chief services officer of the trade group, said CU leaders throughout the area are more enthusiastic this year about getting across a strong awareness message based on new polling stats and a public yearning for "consumer options" to seek out CUs.
As compared to past co-op programs, the two leagues also will have new Web site tools to gauge consumer response to the campaign "and how far we have moved the needle," said Rosenberger. The campaign is also being structured to "appeal to an urban audience," in a more focused fashion as compared to past efforts, he said.
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