COLUMBUS, Ohio (2/6/13)--After generating earned media coverage equivalent to an $825,000 advertising campaign in 2012, the Ohio Credit Union league is aiming for $1 million in coverage for 2013 to drive more members to credit unions.
"Between the relationships we have developed, the opportunities to develop more, and the large number of Ohioans who do not utilize a credit union, we have plenty of room to grow," said Patrick Harris, league media and public relations director (eLumination Newsletter Jan. 23).
The league used software to track every print article or television news segment that mentioned credit unions in 2012. Every article or segment is assigned an advertising value based on the positive impression left on viewers or readers, the number of likely readers or viewers and the item's placement (News Now Dec. 17).
Ohio credit unions have already been mentioned in multiple outlets in 2013, including ClearChannel radio stations, The Columbus Dispatch and Dayton Business Journal, said the league.