COLUMBIA, S.C. (2/21/12)--Credit unions throughout South Carolina have launched a pilot cooperative campaign called "MADTAG," hosting free and discounted gas giveaways in Charleston, Columbia, Florence and Greenville that brought media results far exceeding expenses, said the South Carolina Credit Union League (SCCUL).
The marketing task force that created the concept presented background and results Thursday at the South Carolina Credit Union Management Association (SCCUMA) meeting in Columbia.
The launch events were within a limited budget of $10,000 approved by the league's Media Committee. Yet, according to the marketing task force, the events led to an estimated $205,000 or more in media coverage from radio and television stations throughout the state.
MADTAG refers to "Make a Difference. Tag, You're It!" The campaign highlights acts of service and encourages South Carolinians to pass the goodwill along to others. The task force chose the gas launch to create a noticeable impact and prompt visits to www.madtag.org. There, credit unions can post their community involvement, while citizens touched by difference-making can comment and share their stories.
"MADTAG is all about finding ways to 'Make a Difference' in the lives of others and our community," said Media Committee Chair Anne Shivers, who is CEO of Carolina Collegiate FCU in Columbia. "But we don't want it to stop there. Just like a game of tag, we want people to pass on the good deed to someone else."
The task force also shared with SCCUMA participants the background in creating MADTAG, including consideration of the assets carried from the former "Discover Our culture/itpays2CU.org" campaign and of grassroots support for "Every day is Bank Transfer Day" branding. The group saw limited value in itpays2CU.org based on its results and terminology, and noted that MADTAG and "Every day is Bank Transfer Day" serve different purposes and can be used simultaneously.
The MADTAG campaign--with SCCUL Media Committee approval--will feature three more service events per region and add a spring statewide radio campaign highlighting credit unions as difference-makers and sponsors of Children's Miracle Network Hospitals radio-thons in the state.