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Time and time again, national surveys underscore consumer satisfaction with credit unions. While 90 million of America's 300 million citizens take the opportunity to actually experience the credit union difference, there is substantial room for growth in credit union membership.
 Illinois credit unions are helping to fill this void by promoting the positive image of credit unions via I-CARE, the Illinois Cooperative Advertising Program. I-CARE is the League’s only vehicle that provides the solution to promoting branding and awareness of credit unions on a statewide basis.
Why is branding so critical? Credit union members and potential members need to know about our movement so it can flourish. In addition, lawmakers must continually recognize the value credit unions provide on a daily basis so that they will continue to support our tax-exempt status, which remains one of the top priorities for the bankers to change on their “anti credit union” agenda.
I-CARE provides a great opportunity to influence the marketplace and legislatures. But this is just only the first step. Much like an effective legislative advocacy program, successful cooperative advertising requires a strong, sustained means of support. This year, I-CARE once again rolled out a major awareness campaign during the fall with an emphasis on International Credit Union (ICU) Day (Oct. 19) and ICU Week (Oct. 15 - 21). I-CARE utilized print ads, radio spots, billboards, and movie theatre screens — all public media seen and heard by important members of our communities.
Credit unions that voluntarily supported I-CARE saw and heard the campaign in numerous locations across the state. This year's campaign slogan, “We’re 2.6 Million strong in Illinois – Credit Unions: Where you Belong”, was the theme utilized throughout approximately $66,000 in media buys. Contributions are tracked by chapter and nearly every dollar is returned in the form of public awareness to each chapter's area. Just as importantly, the dollars that your credit union contributes results in a significant credit union presence in your local media.
A tiered contribution system is in place to help recognize voluntary support at various levels. Continued support for I-CARE has demonstrated a very positive sign that Illinois credit unions value the power of public awareness even during tough economic times.
“I-CARE is not just about advertising,” said William Wille, I-CARE Administrator and ICUL Public Relations Coordinator. “It’s about protecting the credit union difference – today, tomorrow and well into the future.”
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