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CU System
Southeastern CUs to debut 2011 image campaign
TALLAHASSEE, Fla. (11/4/10)--The League of Southeastern Credit Unions (LSCU) will debut a statewide image campaign for credit unions in Alabama and Florida in the spring of 2011. Using a new credit union logo and tagline, “Credit Unions, We’re Giving Banking a Better Name,” the campaign will encompass a variety of media platforms including TV, radio, billboard, online ads, and public relations. There will be a landing website that will use social media to engage the member and incorporate peer-to-peer multimedia. The website will also include a credit union finder and financial literacy links. The campaign will focus on reaching Gen. X. Research shows that Gen X is smart, tech savvy and wants to control their money, not have someone else control it for them. The campaign message will show Gen. X that putting their money in a credit union will provide them with a better banking experience. To kick off fundraising for the $2.1 million campaign, the LSCU, through its League Service Corp. LEVERAGE, has contributed the first $100,000. The money will be used to develop the campaign's creative look. This will help ensure that the maximum amount raised from credit unions stays in their respective media markets for advertising. "Over the past year, many credit unions have told me that we need a cooperative message," said LSCU President/CEO Patrick La Pine. "The time has never been better to let potential members know the credit union difference. Our research shows that the credit union message is only reaching 50% of people in Alabama and Florida," he said, noting the campaign will grow membership for LSCU's member credit unions. Scout Branding Company from Birmingham, Ala., will handle the campaign's creative look. The LSCU has a Statewide Image Campaign Task Force made up of credit unions from the two states to help drive the creative look and the media buy. The campaign plans to debut in the spring 2011 across 14 media markets in Alabama and Florida.


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