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CU System
iBelong campaign increased consumer awareness
HARRISBURG, Pa. (2/23/10)--Three days of filming new iBelong commercials ended Saturday in the Philadelphia area, said the Pennsylvania Credit Union Association (PCUA). The commercials, which explain the benefits of credit union membership, aim to bring more consumer awareness about credit unions.
Syretta Washington, a credit union member, is participating in a video shoot for the Pennsylvania Credit Union Association's new iBelong commercial. (Photo provided by the Pennsylvania Credit Union Association)
The new spots feature various home and workplace settings and more than 20 randomly selected credit union members. They will begin airing in early April (Life is a Highway Feb. 22). In 2009, the iBelong campaign aired 12,149 television spots and 9,921 radio spots. Across the state, at least 83% of women ages 25 to 49 saw or heard an iBelong commercial at least five times a month, PCUA said. A survey of heads of nonmember households in the state found:
* Awareness of credit unions is up 10.2%; * Awareness that credit unions are owned by members is up 22.9%; * Awareness that credit unions have unique strengths is up 7.8%; and * Awareness that credit unions offer no or low fees is up 3.4%
Pennsylvania credit unions saw growth in membership that outpaced the national average for the last two quarterly reports, said PCUA. Member growth in the state was 2.3%, compared with the national growth rate of 1.6%.
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