DENVER–Credit union messaging was front and center before thousands of legislators attending the National Conference of State Legislatures’ annual summit, thanks to the GoWest Credit Union Association.
The association, which now represents credit unions in six states, including Colorado, said it sponsored a “plane to plane” credit union awareness strategy that welcomed legislators in the airport concourses and baggage claim areas, on digital billboards outside the airport, inside the convention center where the conference was held, and in strategic locations throughout the city’s downtown area. According to the association, the campaign garnered “millions of impressions” as it was seen by both legislators and consumers passing by.
“The opportunity to effectively communicate the benefits of credit unions to policymakers in a big way, was made possible by the collaboration and support of our member credit unions,” said GoWest President and CEO Troy Stang.
A ‘Showcase’
“Showcasing how credit unions’ not- for-profit, cooperative structure delivers benefits to members and positively impacts communities helps to ensure elected officials are more likely to support our legislative and regulatory priorities,” Stang said.
The GoWest association added that the effort complimented CUNA’s conference Wi-Fi sponsorship and “geofencing strategy to send digital messaging to summit attendees’ devices.”
The messaging stressed that credit unions represent 133 million of their constituents across the country, spotlighted the financial education mission, and directed attendees to the America’s Credit Unions Booth at the convention center, according to the Association.
‘Robust Conversation’
“The booth at NCSL presented an opportunity for the credit union system to build relationships with elected champions,” the organization said. “The GoWest team reports there was robust conversation about how credit unions are filling gaps in banking deserts and bringing services to rural communities, about how their work strengthens communities, and about how their lending, financial education, and other special services, promote financial wellness.”
The GoWest CU Association represents credit unions in Arizona, Colorado, Idaho, Oregon, Washington, and Wyoming.