COLUMBIA, Md. (12/2/08)--The fall 2008 Safety and Soundness media campaign for Baltimore, Washington, D.C., and Western Maryland credit unions ended Nov. 23, according to the Maryland and District of Columbia Credit Union Association (I>Focus Newsletter Dec. 1). The campaign statistics indicate:
* 632 ads were broadcast on 12 top-rated radio stations in the Baltimore, Washington metro and Western Maryland media markets. About 3.5 million consumers heard the ads a minimum of 14 times; * 65 metro bus ads reached 2.6 million consumers in the Baltimore and Washington metro markets and were seen a minimum of eight times; * With the radio and transit ads, 95% of the target audience (3.85 million consumers) heard and/or saw the ads a minimum of 16 times; and * A Google ad words and search engine optimization plan was implemented to drive consumers to the WhatsInItForMe.org website. On the site, consumers can learn more about the safety of credit unions and locate one to join. The final report is being prepared, the association said.
Many credit unions participated in the campaign by using the metro bus ad artwork and safety and soundness articles on their websites and in newsletters, statement stuffers and emails. The association encouraged credit unions to continue to feature the messages on communications to their members. Forty-four credit unions contributed to the Community Outreach Fund that made the campaign possible.