Reaching millennials: 10 ways that work

What CUs can learn from CO-OP Financial Services’ ‘Empowering People’ campaign.

by: Samantha Paxson

In May, CO-OP Financial Services launched “Empowering People, Amplifying Dreams,” a national consumer campaign to promote the advantages of credit unions to Millennials.

The campaign has rapidly gained traction with more than 100,000 visits to our website. As we have told the credit union story to younger consumers, we’ve learned at least 10 lessons credit unions can apply as they also reach out to Millennials:

1. Don’t be afraid to get out of your comfort zone. Servicing our own marketing needs is a huge task, but we see that our future success lies at least partially in tackling an industry-wide issue.

2. Make it fun. We launched the campaign in New Orleans in conjunction with our annual conference. We marched to the House of Blues, where we heard a concert by our campaign spokesperson, a 23-year-old singer/songwriter named Daria Musk. Her fan-friendly concerts remain a part of our effort.

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