PLANO, Texas–The Cornerstone Credit Union League has launched a new campaign to let consumers know “they have only one real choice: a credit union.”
The “Feel the Difference” multi-state campaign is aimed at “rallying consumers around the vibrant and member-centric credit union movement by sharing the benefits that come from being a credit union member,” said the Cornerstone league, which serves CUs in Texas, Oklahoma and Arkansas.
The campaign will begin its rollout in August 2016.
According to the TCUL, “Feel the Difference” was guided by research that gathered insights from consumers on the services, products, and level of customer care they expect from their financial institution. The campaign will target consumers primarily through streaming radio and digital media supported by video.
“Credit unions have a tangible and personal effect on the lives of their members, offering a value and level of trust that can’t be replicated at a bank,” said Jon K. Gorman, Cornerstone senior vice president communications and outreach.
The league said that as the campaign is focused on both member acquisition and retention, a toolkit has been specifically developed for credit unions that they can use to share elements of the “Feel the Difference” campaign in their local areas. The toolkit is designed to support and complement local or existing credit union communications and marketing efforts. Advertising that is currently in production is being added to the toolkit to enhance its features. The toolkit will be delivered to member credit unions in the next few weeks.
“Cornerstone and the credit unions working collaboratively on this campaign have been very measured and thoughtful in their approach,” said Gina Wilson, president/CEO, Oklahoma Central Credit Union, Tulsa, Okla., in a released statement. "We didn’t want to create a campaign that would compete with or replace existing efforts by credit unions or chapters. Rather, we aim to provide a clear and consistent campaign that can be incorporated into or complement existing efforts by credit unions, while also providing tools and resources for credit unions that need marketing and advertising assistance."
The Cornerstone league campaign is not related to the awareness campaign that CUNA has recently announced.