iBelong Campaign - ICULEAGUE

iBelong campaign reports successful 2009!
Efforts gearing up for 2010

We’re proud to announce that the 2009 iBelong campaign contributed to another year of positive growth for credit unions. Over 41,000 consumers became members of Illinois credit unions! The 2008 campaign reversed a two-year decline and 2009 results showed strong growth for the second year in a row. But our work is not finished.

Thanks to the credit unions who have generously donated to the 2010 iBelong campaign (click here) we have been able to purchase a total of 7,700 radio spots which will run through October. Spots will be aired around the state starting the week of 8/16 and in Chicago starting the week of 8/23. In addition, a total of 47 outdoor boards will display the iBelong message throughout the state during the month of September.

Our statewide cooperative advertising initiative helps us increase awareness and drive membership growth for all Illinois credit unions. There are ways you can leverage the campaign to help with your marketing efforts to increase membership:

Place a link to the iBelong Web site on your Web site - we recommend linking to the page that shows the video commercials (check these out by clicking here)
Use the campaign imagery, available from CUInk, in your member and non-member communications
Use language in your marketing materials consistent with the campaign commercials (i.e. I belong to ABC Credit Union, so can you.)
For more details about the media buy, please click here.

Full support of and participation in this initiative by credit unions helps 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.

2009 Campaign

2009 results report

2009 Media Plan Overview

Flight one media details

Flight one print media details

Flight one billboard locations

Flight two media details - all

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

For more information about the 2010 campaign, media planned, statewide coverage and funding, please contact League Director Carl Sorgatz at (630) 369-4077.