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CU System
TruMark Financial ad campaign takes on big banks
TREVOSE, Pa. (5/21/10)--TruMark Financial CU has launched a public awareness campaign about an alternative to big bank bailouts, mergers and acquisitions, and excessive compensation among executives. The $1.2 billion asset, Trevose, Pa.-based credit union said such concerns have caused consumer confidence in big banks to plummet and frustration to soar. TruMark Financial began airing three TV commercials in the Philadelphia region on May 12. The spots tout the credit union as the trusted source for consumers’ financial needs and depict the lifestyle enjoyed by big banks’ leadership at their customers’ expense--a sore spot for many consumers. More than 40% of 1,050 households polled by Polk-Lepson Research Group on behalf of TruMark Financial said they were “very concerned” about big bank executives receiving excessive compensation. The research results also underline the public’s distrust and discontent with big banks following government bailouts, the collapse of the housing market, skyrocketing interest rates on credit cards, and increasingly higher fees. More than one-third of those polled expressed concern over big banks closing credit card lines and raising credit card interest rates, the credit union said. In contrast, TruMark Financial’s public awareness campaign reinforces the benefits of switching to TruMark Financial--no hidden fees, competitive rates and superior service. To complement the TV commercials, a series of radio commercials are airing on Philadelphia area stations and billboards are in place throughout Southeastern Pennsylvania. Ads also are displayed on buses. The commercials will run over nine weeks, and the billboards will remain in high-traffic areas for six months. While each spot is unique, the underlying message is the same: TruMark Financial is focused on its members. “At TruMark Financial it’s about you. Your family. Your money. No bailouts. No greed. No hassles,” proclaims one radio commercial. “Based on the data, we feel this is an appropriate time to let consumers know TruMark Financial has no hidden fees, has no credit card tricks, provides superior service, has competitive rates, and is a strong financial institution,” said Richard F. Stipa, TruMark Financial CEO.
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