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.
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.
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.