The League of Southeastern Credit Unions (LSCU) kicked off a $1.3 million cooperative advertising campaign this week across Alabama and Florida to educate consumers about how credit unions are different. One hundred credit unions in Alabama and Florida are participating in the campaign which utilizes TV, radio, billboards, online ads, and the tagline, “Credit unions: we’re giving banking a better name.”
The campaign concept, which was developed by Scout Branding Company of Birmingham, AL, revolves around research that shows 60 percent of consumers don’t know what a credit union is. The campaign, geared toward Gen X, is designed to educate consumers about how credit unions are different than other financial institutions while saving their members millions of dollars each year.
The media buys in each of the 14 markets in Alabama and Florida reflect the trends of Gen X with a heavy online buy and television buys during shows watched by Gen X. Consumers that surf many local and national websites will see the banner ads, as well as pre-rolls before online videos. Facebook and its 8.6 million users in Alabama and Florida will also see the image campaign ads.
“Since the economic meltdown in 2008, credit unions have focused on providing for their membership,” said LSCU President/CEO Patrick La Pine. “Credit unions are unique, in that any profit made is returned to members in the form of lower fees and better rates on loans and savings.“