Open Your Eyes to a Credit Union is a marketing game changer

Credit unions have never attempted a brand-building campaign on the scale of CUNA’s Awareness initiative, writes Tim Newbrough in CUToday, adding that this effort is needed “now more than ever.” Newbrough, senior vice president at Local Government FCU, Raleigh, N.C., wrote his op-ed on the Open Your Eyes® Campaign from a marketer’s perspective.

“I’ve worked on the full-scope of marketing from planning to design. I’ve seen a lot of campaigns, and I see something special in Open Your Eyes to a Credit Union,” he writes. “The research, concept and digital strategy are really impressive and they’re different from anything I’ve ever seen from credit unions. We’re talking to consumers in a way we’ve never done before. It’s an exciting time and a huge opportunity for our movement.

Newbrough recalled his experience working in regional newspapers, watching as they declined in relevance with consumers due to disruptions caused by the internet, and he says credit unions can’t afford to stand pat against their own relevance challenges.


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