SEATAC, Wash. — The Northwest Credit Union Association has set a three-year goal of raising $8 million to support CUNA’s national “Open Your Eyes to a Credit Union” awareness campaign.
That campaign is scheduled to launch in early 2019, with a goal of increasing CU awareness among consumers who are not currently credit union members to convince them to consider credit unions as their financial services partners. CUNA CEO Jim Nussle has set a national goal of raising $100 million to be spent over three years on the campaign.
The Open Your Eyes campaign launch follows two years of research and development. Digital advertising nationwide will target non-member consumers between the ages of 34 and 55, who are making major financial decisions in their current life stage.
The Northwest CU Association reported it has all of its member CUs to pledge support during each year of the campaign, with the board passing a resolution in the support of the effort.
Message Will ‘Resonate’
“The board believes the brand platform of ‘Your Fantastic Future Faster’ and its creative concept of ‘Open Your Eyes to a Credit Union’ will resonate with American and Northwest consumers and will present a modern image for the credit union category,” the resolution states. “The board strongly encourages credit unions of all asset sizes and business partners to actively participate in the awareness Initiative.”
The Association’s Strategic Market Share Task Force, comprised of executive-level credit union leaders, also supports the initiative, according to the NWCUA.
Troy Stang, NWCUA president and CEO, added the fundraising participation presents an “exciting opportunity for the Northwest to once again take a leadership role to influence the national landscape, create greater consumers awareness about the credit union difference, and to leverage in-depth research and consistent messaging designed to capture market share.”
Goal to Be ‘All In’
The NWCUA noted that in its three-state market of Washington, Oregon and Idaho, 55% of consumers belong to a credit union, compared to 30% nationally. Even with strong awareness in the region, NWCUA said it is urging its members to be “all in.”
“With 100% participation, we will see a rising tide lift all boats,” Stang said.
Funds raised in the Northwest will be invested in the region, and the Strategic Market Share Task Force will have input to digital ad buy placement, to creative design, and other collateral, the NWCUA said.
“We believe the Northwest will have a very robust digital marketing campaign running in our regional markets, when we meet our $8 million, three-year fundraising goal,” said Danielle Sittu, NWCUA senior vice president of marketing and communications. “It is critically important for credit unions across the nation to speak with one consistent voice. Contributions from all asset sized credit unions are important to the Northwest reaching its goal.”