The $1.1 billion American Heritage FCU of Philadelphia can adapt its current marketing budget to take care of Bank Transfer Day at minimum expense and still put out a strong awareness message without bank bashing.
That's the opinion of Bruce Foulke, American Heritage's president/CEO, who calculates a $20,000 increase in media costs on an $800,000 budget by tweaking what he calls a highly successful “Home of the Free” brand which already focuses on fee-free banking.
“We've had this great message out there for months carried on all our van wraps and in the ads and the only thing we have to do now in preparation for Bank Transfer Day and Occupy is to step up the pace more sharply,” Foulke said this week.
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