HIGHTSTOWN, N.J.–Credit unions in New Jersey are rolling out a supplemental marketing strategy designed to tell credit union stories as a means to showcasing the CU difference.
Called the “Legacy Series,” the New Jersey league said the effort is being put in place because one of the “challenges in a broad-based campaign to raise awareness of the benefits of credit unions is that they tend to focus on terms and concepts that tell our unique story, but may only resonate with us, and not so much with our target audience.”
Words such as “membership,” “common bond,” “share draft accounts,” and others can be difficult to communicate to consumers, the NJCUL.
While that is true, consumers are also “demanding to know more about the origin of their products and services,” the league said, citing as examples the farm-to-table movement and locavore movements.
To augment its “Banking You Can Trust,” campaign, the league said it will be illustrating the difference between banks and credit unions by tapping into the power of origin stories to deliver the message.
“Our stories are unique – they are not about a group of investors sitting around a table. They are about groups of friends, neighbors, workers or people who worship together who joined together to establish an organization for their mutual benefit,” the New Jersey league said. “People helping people. You can’t help but see how credit unions are different, and understand the way in which where we come from has shaped our organizational DNA. As an added bonus, the stories are memorable, too.”
The first in the series features Thunderbolt FCU, which is featured here.