ST. PAUL, Minn. – CUNA and the Minnesota Credit Union Network have announced the launch of Open Your Eyes to a Credit Union campaign.
The CUNA-backed Open Your Eyes to a Credit Union initiative is designed to raise consumer consideration of credit unions as a category. As CUToday.info has reported, the objective of the campaign’s digital-first strategy is to put research-proven messages in front of consumers to disprove consumer myths associated with the ability to join and access to money.
CUNA is seeking to raise $100 million over a three-year period to underwrite the effort, which seeks to drive consumers to yourmoneyfurther.com for additional information and features a credit union finder and an ATM/shared branch finder. Approximately $25 million has been raised to date.
“We’re thrilled that Open Your Eyes to a Credit Union is launching in Minnesota and that our work with the Minnesota Credit Union Network and credit unions in the state have led to this moment,” said CUNA President/CEO Jim Nussle in a statement. “The benefit of this modern-day, digital-first strategy is to connect with consumers where and when they’re looking – most people go online to research and select financial service providers, and we’re laying the groundwork to convince consumers that they should consider credit unions as their best financial partner. Not everyone can join every credit union but there is a credit union for everyone, and we can’t wait to build on this momentum in more markets across the country.”
The ‘True Spirit’
“Minnesota’s Credit Unions have been committed to educating consumers with local awareness campaigns the past three years. Being the first state to launch with CUNA’s national Open Your Eyes campaign is exciting, and further illustrates Minnesota Credit Union’s commitment to our members and all Minnesotans best interests,” MnCUN CEO Mark Cummins added in a statement. “The campaign represents the true spirit of the cooperative movement to help consumers understand the advantages being a credit union member.”
In addition to the digital campaign, CUNA said Minnesota credit unions are investing in a significant statewide non-digital campaign that includes events, billboards, transit ads and first in market mobile digital trucks.
More than 40 Minnesota credit unions have together made a $3.5 million financial commitment over the next three years to support the initiative including:
- Accentra
- Ae Goetze Employees
- Altra
- Catholic United Financial
- Centricity
- City & County
- Co-Op Credit Union of Montevideo
- Electric Machinery Employees
- Electrus
- Embarrass Vermillion
- Financial One
- Firefly
- First Pace
- H.B.I. Employees
- Heartland
- Hiway
- Home Town
- Ideal
- Mayo Employees
- Members Cooperative
- Mid Minnesota
- Minnesota Catholic
- Minnesota Power Employees
- Minnesota Valley
- Mower County Employees
- North Memorial
- Northern Communities
- Northern States Power - St. Paul
- Northwoods
- Red Wing
- Richfield-Bloomington
- Riverview
- Royal
- Sharepoint
- South Metro
- SouthPoint Financial
- Spire
- Star Choice
- Teamsters
- Thrivent
- TopLine
- Toro Employees
- Two Harbors
- United Educators
- United Employees
- Wakota
- Wings Financial