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CUNA President/CEO Bill Cheney explains how the Unite for Good initiative can help increase credit union PFI members and increase the membership value proposition.

WASHINGTON — CUNA President/CEO Bill Cheney unveiled a new strategic vision during the opening session of the trade’s Governmental Affairs Conference on Feb. 28. Cheney said CUNA hopes to leverage the “Unite for Good” campaign into social media and earned media coverage that will distill the thousands of individual credit union stories into one message that will help promote a united industry agenda.

Why an earned media campaign rather than a paid national branding campaign? Cheney said the effort will continue the social media awareness raised during Bank Transfer Day in late 2011, and will attract young members, who prefer socially conscious financial services providers.

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