MUSCLE SHOALS, Ala. (11/21/12)--In an age when 140 online characters is the standard for communication among young people, Listerhill CU, Muscle Shoals, Ala., has made the bold move of publishing its own print magazine to reach the youth market.
SET will also be published online, Anderson said. "SET's online home will be constantly refreshed with news, articles and opinions on the things important to youth in this area because they will generate the content," Anderson added.
The magazine and website will cross-reference each other with ads in the magazine, driving readers to content exclusive to each.
Listerhill will print 10,000 of the free publication monthly and distribute them throughout its branches, to local establishments frequented by young people, and to local universities and community colleges, Mashburn said.
Listerhill will host monthly launch parties for SET to highlight the theme of the magazine's feature story along with the edition's contributors.
"SET will allow us to positively reinforce our brand, promote the credit union philosophy of cooperation, and further our mission of financial literacy," said Brad Green, Listerhill CU president/CEO. "It will also give us the opportunity to create engaging contests and bolster both our social media and online presences."
As the only advertiser in the magazine, Listerhill CU can brand The Hill Account in a more targeted fashion, and eliminate the "noise" that Gen Y typically tunes out.
"This demographic is a savvy group when it comes to marketing," said Mashburn. "They are quickly able to distinguish who is being real and who is simply trying to sell them something."