LSCU COOP / Communication & Press Room / Cooperative Image Campaign

Cooperative Image Campaign

The LSCU Cooperative Image Campaign utilizes TV, radio, online, social media, and public relations. The campaign has run for a total of three waves (2011, 2012, and 2014) with tangible results. Results are available that show a cooperative message is effective in all credit union chapters.

Visit www.betternameforbanking.com to see the credit union difference. If you would like more information about the LSCU Cooperative Image Campaign, contact LSCU VP, Communications Mike Bridges at 866.231.0545 ext. 1022 or Director, Communications Amy Jowers at ext. 1020.

Since 2011. the Cooperative Image Campaign uses the word banking as a verb to show what people already know is that they can do their "banking" at a credit union. The ads show that a member can do everything they need to at a credit union where the rates and fees are traditionally lower. The ads highlights the amount of money a credit union saves a member every year. A landing website houses more information about credit unions, the savings, shared branching, and how to find a credit union. The credit union finder lists those credit unions that have paid into the campaign first as a value of participation.

The campaign is targeting Gen X while raising awareness of credit unions in Alabama and Florida. Research shows that Gen X is the largest population in both states that aren't members of credit unions. Through three waves of the campaign, it also resonates with Gen Y and Millennials. Research shows that 60 percent of consumers don't know they can join a credit union. We are changing that through this campaign.

2014 Image Campaign Results Presentations

2014 Image Campaign Participants

These credit unions participated in the 2014 campaign.

2014 Campaign

The 2014 LSCU Cooperative Image Campaign is the third wave of the campaign that ran 14 weeks in most areas from May through Aug. As with each campaign, research was conducted by a third-party ( Southeastern Institute of Research). Those results, along with findings from Google analytics for online media buys and an analysis of Call Report data, were compiled and presented to each chapter via webinar. Both a recording of the webinar presentation and the presentation slides for each chapter are available for viewing.

2014 Media Plans/Billboard Locations

Birmingham Mobile-Pensacola
Dothan Montgomery
Ft. Myers Orlando
Gainesville Palm Beach
Huntsville Panama City
Jacksonville Tallahassee
Miami Tampa

Television Ads

The television ad was customized for each state. These ads have been used in all three waves of the campaign.

Alabama

Florida

Radio Ads

Radio ads were also created to run in each state through customized media buys for the various markets.
Alabama tag commercial
Florida tag commercial

2012 Campaign

Click 2012 Cooperative Image Campaign Results Overview to view an overview of the campaign research results from wave two.

Platinum

Gold

Bronze