Nov. 5, 2012 marked the first anniversary of Bank Transfer Day, a national grass-roots social media movement that motivated 664,000 consumers to join credit unions, leaving their rising big bank fees behind. What's more, Bank Transfer Day's unprecedented and widespread media coverage told the story of credit unions as a better alternative to banks.

But will credit unions be able to build on the movement's momentum and expand its positive message to keep attracting new members and grow deposits and assets?

Some credit union leaders say Bank Transfer Day, one year later, still represents an extraordinary opportunity to craft a central and continuous marketing message that will keep the positive credit union brand in front of the public for years to come. Others argue the day was just a one-off event that will eventually fade away.