Houston credit unions, eying a need to recharge the league chapter system in Texas and perhaps elsewhere, are ramping up a low-cost e-mail and viral ad campaign this fall to expand industry awareness and advocacy on a broad scale.

The Houston chapter of the Texas Credit Union League has been using a variety of techniques, including a branded website, co-op e-mail blasts and Web video spots to reach a local market with a message tailored to bring in new members.

"From what I can gather, it seems unfortunate but there are many chapters that are fading away, and so we feel it is important now to invigorate the chapter network," explained Paul Withey, president of the Houston chapter and also vice president-strategic development/public relations at the $242 million Texas Bay Area CU of Houston.

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