The success of BECU's viral University of Washington gold debitcard campaign featuring famous UW alumni singing the school's fightsong may have some credit unions searching for some star power aswell. But Sean McDonald, chairman of the CUNA Marketing &Business Development Council, suggests taking a strategic pausefirst.

“Look, the pros of having a big name star are pretty obvious,”said McDonald, who is chief marketing officer and director ofbusiness development for Liberty Savings Federal Credit Union. “Youthink any credit union wouldn't want Oprah as a spokesperson? Whenyou see what she's does for the authors in her book club, can youimagine if someone with that kind of star power advocates aparticular credit union or the industry as a whole?”

Some of the challenges, he said range from the costs involvedfor that celebrity spokesperson and the ability to commit to thecredit union reputation.

“Things happen in life and everyone, myself included, makesmistakes, but my mistakes won't make the front page of The NewYork Times or National Enquirer, so the vettingprocess of who you're dealing with is very important,” saidMcDonald. “You're also at the mercy of their schedule. They mightbe gone for six months filming a movie or let's say you go with asports figure–a baseball player is busy from mid-February to theend of October. At my credit union we just don't have the funds towork with a celebrity and given our market in New Jersey, I'm notsure it would resonate with our members.”

He said it boils down to whether it fits in your credit union'soverall strategic plan and budget. He also suggested if going thecelebrity route, why not consider local stars?

“They may not have the recognition of say a Brad Pitt, but thereare great local people that everyone in the community knows andrespect enough that if they say why not go to Liberty Savings itmeans more than any commercial,” said McDonald. “Look beyond justfamous to leveraging those who are centers of influence–maybetrusted community leaders or activists, it's been more effectivefor my credit union and our demographic. But there's nothing wrongwith using real celebrities as long as it's part of a well thoughtout strategic plan.”

He added that he understands the need to raise awareness ofcredit unions, and it's a challenge the council will continue toaddress this year.

“I don't want credit unions to be the best kept secret anymore,”said McDonald. “I want all consumers to know what we can do and howwe can help. The trend of cutting marketing budgets when economictimes are rough has to change. History has shown that the topperforming businesses in any industry that dug deeper and continuedmarketing during an economic downturn were in the best position tomove forward when it turned around while others were left playingcatch-up.”

He added that the credit union industry as a whole needs to usemore modern vernacular and talk in real terms about the valuecredit unions offer.