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Virginia CUs Launch Statewide Awareness Campaign
LYNCHBURG, Va. (4/12/13)--Virginia credit unions have launched a statewide awareness campaign to educate consumers about the many benefits of banking at not-for-profit credit unions. The campaign is being coordinated by the Virginia Credit Union League.

Click to view larger imageA statewide awareness campaign coordinated by the Virginia Credit Union League seeks to educate consumers about the benefits of banking at credit unions. Research shows consumers feel they are taking a "hit" from the economy and are suffering the impact of higher prices and rising fees. The creative team took the idea of feeling hit to a literal level and designed a video to reflect this feeling, featuring a George Washington character who represents money, physically taunting the main character. (Photo provided by the Virginia Credit Union League)
"This is a bold, innovative strategy for credit unions in Virginia," said Rick Pillow, president of the Virginia league. "We tend to be more conservative in our advertising approach, but this campaign has more edge and seeks to leverage the might of social media. I am proud of our credit unions for respecting the consumer research and for their commitment to this non-traditional campaign." 

This social media campaign targets consumers ages 18 to 35, providing information about the direct benefits of credit unions and encouraging consumers to join one to fulfill their financial needs.

Consumer research was conducted to determine the strategy and message of the campaign.  Research shows consumers feel they are taking a "hit" from the economy and are suffering the impact of higher prices and rising fees. The creative team took the idea of feeling hit to a literal level and designed a video to reflect that feeling. The video features a George Washington character, who represents money, physically taunting the main character.

The humorous video showcases the direct benefits of credit unions, including that credit unions offer better rates and have fewer and less-costly fees. 

Funding for the awareness campaign came from financial contributions of 50 Virginia-based credit unions, the league and several sponsors. The campaign will not rely on costly, traditional advertising such as television and radio, instead seeking to leverage the power of social media. The benefits of a social media campaign include the ability to reach a large number of people on a smaller budget and unmatched measurement and tracking capabilities, said the Virginia league. 

The video directs consumers to a newly launched website where they can learn about the benefits of credit unions, as well as search for a credit union they may be able to join. Use the link to the website and video.

All Virginia credit unions will benefit from the collaborative campaign, and credit unions providing financial support receive special recognition on the website through banner advertisements and the credit union search feature, said the Virginia league.
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