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CU System
'Overwhelming' response to N.J. CUs' 'trust' billboard

HIGHTSTOWN, N.J. (4/16/14)--The New Jersey Credit Union League reported an "overwhelming" response to a recent billboard campaign that supported the "Banking You Can Trust" credit union awareness website.  

 
A New Jersey Credit Union League billboard campaign displayed the $47,589,899 dollar figure that New Jersey credit unions saved New Jersey residents in 2013 and a unique URL tracked back to the Banking You Can Trust site with an explanation of the number. The campaign helped attract a record 6,000 unique visitors and more than 11,000 page views to the Banking You Can Trust website in the first quarter (New Jersey Credit Union League photo)

The "Banking You Can Trust" website attracted a record 6,000 unique visitors and more than 11,000 page views in the first quarter. More than 56% of the traffic can be attributed back to a secretive billboard campaign the league ran through its Banking You Can Trust advertising program.
 
The billboard campaign was simple, displaying just the $47,589,899 figure that New Jersey credit unions saved New Jersey residents in 2013 and a unique URL, www.whyitsimportant.com. The URL tracked back to the "Banking You Can Trust" site with an explanation of the number.
 
During the process of understanding the billboard, 24.5% of visitors searched for a credit union during their visit to the site. Visitors through the campaign also spent significantly longer on the site, over four minutes, compared with visitors from all other advertising outlets.
 
"We kept the billboard campaign a secret so we could analyze the impact and success of the campaign without too many credit union folks visiting the site upon launch," said Candice Nigro, the league's director of marketing and communications ( Daily Exchange April 15). "The campaign began running over Super Bowl weekend and will continue through 2014, but we will change the message throughout."
 
April numbers are already looking strong for the campaign with almost 60% of visitors coming from the billboards.

 



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