Case Study: New York State CU League
Statewide Awareness Campaign
Background:
The New York State Credit Union League wanted to develop a statewide educational campaign to proactively grow awareness and market share of Credit Unions across the state by explaining the difference Credit Unions make and the benefits of membership.
Research Findings:
Third Degree conducted research studies to uncover opinions, obstacles and opportunities for the state-wide education campaign and to develop the creative rationale. Two identifiable misconceptions surfaced:
- The general public was not aware that they could take advantage of what credit unions offer.
- Consumers did not know that credit union products and services are as good as or better than what banks offers.
Campaign Goals:
- Raise overall awareness of credit unions and the benefits of membership
- Create a message that resonates with the target and combats misconceptions revealed through research
- Develop a consistent and unified marketing/communications platform
- Direct the public to the web to learn more about credit unions and located a credit union in their area
Outdoor
Creative:
The positioning for a comprehensive campaign was based on three fundamental elements:
1. A platform educating the target audience how credit unions are different on a practices level
2. Convey credit union philosophy and personality, showing why credit unions are different on a personal level
3. To "break-down the barrier," revealing that credit unions are available to everyone
Third Degree created visuals that included a square grid-type chart which was a backdrop contrasted with engaging and "real" people. The people would hand-draw their goals in blue marker to represent what is important to them. And the blue market itself becomes a symbol of empowerment, access and control.
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TV
Website
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Campaign Theme:
Third Degree developed the key message, "Credit Unions Are For You." as the campaign theme. TV spots, print ads, billboards, transit authority posters and a microsite were developed to delive the messages of "People Over Profit," "Your Pocket and Not Ours" and "Credit Unions. Open to you. True to you." A microsite was also developed with the URL www.CreditUnionsForYou.com to highlight the TV spots and support the overall education effort.