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.

2015 Campaign

Check out the behind-the-scenes video below of the newest creative element for the 2015 Image Campaign. The "shareable content" ads will be used in social media channels and online media buys. Contributing credit unions can use the ads in their social channels, as well as communications channels with members. 

In the video Scout Branding President/Creative Director Paul Crawford talks about the reason to go the "shareable content" route. He says the hope is that the idea catches on and goes viral. The "Wedding Photographer" is the first of a number of "shareable content" ads that will be produced for 2015. The LSCU covers all production costs.

The same TV ad used in 2014 will be used in traditional media, but the new online ads will provide a different look for credit unions and allow members to share the content through their social channels, as well.

If you are interested in taking part in the campaign, it's as simple as submitting your contribution with your dues payment. The contribution "fair share" is on your dues invoice sent by the League earlier this month.

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

Silver

Bronze