The Northwest Credit Union Association (NWCUA) is urging all member credit unions in Idaho, Oregon, and Washington, to financially support the national, “Open Your Eyes to a Credit Union” campaign that the Credit Union National Association (CUNA) will launch in early 2019.
The CUNA-led effort is designed to increase awareness with consumers who are not currently credit union members and convince them to consider credit unions as their financial services partners. The campaign launch follows two years of research and development. Digital advertising nationwide will target non-member consumers between the ages of 34 and 55, who are making major financial decisions in their current life stage.
To fund a sustained advertising campaign, CUNA established a $100 million national goal over three years. In outreach to its member credit unions, NWCUA set a three-year goal of $8 million, and asked 100 percent of its members to pledge support during each year of the campaign.
The NWCUA Board of Directors passed a resolution in the support of the effort. “The Board believes the brand platform of “Your Fantastic Future Faster” and its creative concept of “Open Your Eyes to a Credit Union will resonate with American and Northwest consumers and will present a modern image for the credit union category,” the resolution stated. “The Board strongly encourages credit unions of all asset sizes and business partners to actively participate in the Awareness Initiative.”
The Association’s Strategic Market Share Task Force, comprised of executive-level credit union leaders, also supports the initiative.
Troy Stang, NWCUA President and CEO, said fundraising participation presents an “exciting opportunity for the Northwest to once again take a leadership role to influence the national landscape, create greater consumers awareness about the credit union difference, and to leverage in-depth research and consistent messaging designed to capture market share.”
In the Northwest, 55 percent of consumers belong to a credit union, compared to 30 percent nationally. Even with strong awareness in the region, NWCUA urges its members to be “all in.”
“With 100 percent participation, we will see a rising tide lift all boats,” Stang said.
Funds raised in the Northwest will be invested in the region, and the Strategic Market Share Task Force will have input to digital ad buy placement, to creative design, and other collateral.
“We believe the Northwest will have a very robust digital marketing campaign running in our regional markets, when we meet our $8 million, three-year fundraising goal,” said Danielle Sittu, NWCUA Senior Vice President of Marketing and Communications. “It is critically important for credit unions across the nation to speak with one consistent voice. Contributions from all asset sized credit unions are important to the Northwest reaching its goal.”