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Support for a new, statewide credit union awareness and membership growth campaign for Illinois is off and running.
The campaign came to fruition after a proposal and request for funding made by the Credit Union Image Awareness/ Membership Growth Task Force to the League and Service Corporation boards in November 2007 resulted in the League Board agreeing to contribute $550,000 to help fund and launch it. The task force has been meeting monthly for the past year to build a marketing campaign that will increase awareness among Illinois consumers about what credit unions are and why they should belong.
To increase public awareness of Illinois credit unions in the most efficient way, an existing campaign, called iBelong, has been licensed from the Pennsylvania Credit Union Association. The campaign will be customized to speak to Illinois consumers.
Mark your calendar now to attend a special session at ICUL’s Annual Convention in April where the “iBelong” campaign will be showcased. This breakout session will be held Friday, April 18 at 10:45 a.m.
The task force has also determined that in order to secure the most effective, comprehensive media buy possible, at least $850,000 needs to be raised for the 2008 campaign. With your contribution, the campaign can extend to additional media and longer flights. The more money raised over and above the League’s contribution, the greater the length and depth of the campaign coverage. To date, more than $225,000 has been received from credit unions.
“We’re off to a great start. With 100 percent participation from credit unions across Illinois, we can begin to change the way consumers think about credit unions,” said John Bratsakis, ICUL Vice Chairman, and task force chairman.
With participation at the minimum suggested pledge amount for their asset size, credit unions will receive the following:
- Supplemental marketing materials that coordinate with the campaign, allowing credit unions to “piggy back” on the momentum by adding their tagline and logo to run in their local media. Creative materials are available at no cost. Credit unions will be responsible for printing and customization charges.
- Preferred discounted media pricing available for their 2008 media buy.
- Listing in the Web site’s credit union search locator tools, making it easy for potential members to locate and contact their credit union.
In November, all credit unions should have received a letter and brochure regarding this new campaign (click here to download the brochure), and an invoice for this program was included with the ICUL dues invoice mailing in December. Upon receipt of their pledge check, credit unions will be eligible to receive their supplemental materials, instructions for obtaining media at discounted pricing and inclusion in the Web site search tool.
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