iBelong reveals exciting changes for 2009!

iBelong, the biggest image and awareness campaign ever conducted by credit unions in the state of Illinois, has announces exciting changes for 2009! 

As you are keenly aware, the economy and financial landscape have been constantly changing. In light of the anxiety shown by consumers, one exciting update to be undertaken by the iBelong Campaign is the addition of an advertising component that will strictly address the safety and soundness of Illinois credit unions.  During its November board meeting, the Illinois Credit Union League Board of Directors approved a $320,000 contribution for the 2009 iBelong Campaign, and with this generous support, the campaign will now be able to fully fund this new component in the early days and weeks of the new year.

This campaign will be a great complement, and addition to continuation of the positive image and awareness advertising that will be used by iBelong once again in 2009.  

New radio spots for the safety and soundness campaign have already been developed.  You can check these out by clicking here.  In addition, related TV spots are currently under development.  

2009 Campaign

Safety and Soundness Flight

For next year’s campaign, new contribution levels have been established to provide more opportunities for credit unions of all asset sizes to participate. Click here to view the contribution schedule.

While we are off to a running start in 2009, we do need your continued voluntary support to make the second flight happen. 

The opportunity has never been greater to increase awareness of credit unions and promote our movement as a stable place in which consumers can save and borrow their hard earned money.  

Full support of and participation in this initiative by credit unions will help ensure positive growth in credit union membership in our state for future generations.  Your participation in this program allows for maximum coverage and exposure for the campaign.  With full participation from Illinois credit unions, we anticipate that our positive message about credit unions will reach our target market in every corner of the state so that nearly 70% of the population of Illinois – peak borrowers (females, ages 25 - 44) – will hear our message four or more times by the end of the campaign.

Extra Bonus for Participating Credit Unions - With your participation at the minimum Suggested Pledge Amount for your credit union’s asset size, you’ll receive the following:

• Listing on the iBelong website (www.iBelong.org) – which will assist consumers in finding your credit union via an extensive search engine maintained by the ICUL.
• Discounted media buys – access to discounted media rates as negotiated by our media buying firm, HGadgroup; and
• Supplemental campaign materials – Connect your credit union’s brand to the iBelong awareness campaign with advertising materials to complement your own marketing plan.

2008 Campaign Results

Total Media Value of $1.2 million (40% added value)

• Total $845,000 raised - 140 participating CUs ($345,000) and ICUL participation ($500,000)
• Outdoor - 103 billboards on roadways in 19 counties and 12 major markets in Illinois; average ovverride 2 - 4 weeks; some still posted
• Print - 2,220 newspaper ads in 270 newspapers reaching 3 million readers each run; 2,260 actual
• Radio - 4,400 ads on 90 stations statewide; 5,251 actual
• Cable TV - 5,500 proposed spots on six popular cable networks throughout the state; 6,460 actual
• Campaign Web Site - 2,200 CU searches with Zip Search
• 3,300 searches with http://www.findacreditunion.com (also available on campaign Web site)
• Statewide membership increase - 31,662 (NCUA 5300 Report data Q4 2007 - Q3 2008) Click here for a representative chart.
• PR Activity - As part of the campaign, Shred Month was held in June 2008 to help extend the life of the iBelong campaign and add credibility to the message sent through the advertising.  Due to the popularity of this project, this event was held again in October (specifically targeting International Credit Union Week): 69 Shred Day events were held by 74 CUs representing 21 of ICUL's 26 chapters and received extensive PR coverage!

2008 Media Details

Media Plan Summary

Billboard location list

Annual Convention handout with media buy information

Thank you to the following credit unions that contributed (click here)!

But we will be able to accomplish these results again in 2009 only with full support from our credit unions.  We look forward to your participation!

For more information about the 2009 campaign, media planned, statewide coverage and funding, please contact League Director Carl Sorgatz at (630) 369-4077.