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CU System
New Md.D.C. ad campaign kicks off
COLUMBIA, Md. (6/9/10)--The Credit Union Cooperative Advertising Campaign, coordinated by the Maryland and District of Columbia Credit Union Association (MDDCCUA), has begun with radio ads, metro bus advertising, a Facebook page and other social media. The campaign effort has a wide scope to ensure area consumers are aware of credit unions as an alternative to banks, according to MDDCCUA President Mike Beall. The regional campaign runs through July 31, with a primary audience of women 25-54 years old and Generation Y. Ninety contributors, including credit unions in Maryland, the District of Columbia and northern Virginia, the Virginia Credit Union League, MDDCCUA chapters and other business partners, are supporting for the campaign. A Hart Research poll conducted in late 2009 indicated that nonmembers lack awareness of credit unions and don’t believe they are eligible to join. The association’s campaign was developed using the poll data and other research from member credit unions, the Filene Research Institute and a Generation Y focus group. Components of the $170,000 campaign include:
* Radio ads in the Baltimore and Washington, D.C., areas which will run on roughly 20 stations; * A website, WhatsInItForMe.org, which includes a consumer quiz, testimonials, and a credit union locator; * Social media, with a campaign on Facebook; and * CU Toolkits, with collateral materials branded to reflect the campaign. They include tent signs, Web graphics, art for brochures and individual credit union names on the WhatsInItForMe.org website.
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