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A closer look: CUNA 2013 communications goal, lead folks to CUs as primary FI partner
WASHINGTON (1/24/13)--The Credit Union National Association's communications strategy for 2013 will be all about encouraging more Americans to choose credit unions as their best financial partner.

CUNA communications will support this strategy by providing key credit union information and CUNA insight to credit unions, their members and the general public.

The consumer-oriented website aSmarterChoice.org was developed to share the value of credit union membership and to help potential credit union members find a new credit union to join. That site saw record interest in 2012, receiving nearly 385,000 visits in that year alone.

While those numbers are solid, CUNA is working to sustain--and improve--those numbers in 2013, CUNA Executive Vice President of Strategic Communications and Engagement Paul Gentile said.

The site will be improved with new search optimization and other tools to help users better learn about their credit union options, and find other key information. CUNA will also produce social media tags and banner ads to help state credit union leagues spread the word about aSmarterChoice.org, and, in turn, inform the public about credit unions.

"These site improvements will help CUNA and credit unions prepare themselves for the next time a huge event like Bank Transfer Day happens," Gentile said.

Mark Wolff, CUNA senior vice president of communications, added that CUNA will also continue its aggressive outreach to the national media. "Our goal is to generate as much coverage as we can of the value credit unions provide consumers," Wolff said.

Credit union-centric events both large and small will receive up-to-the-minute coverage in News Now, biweekly roundups and in-depth coverage in the members-only publication Credit Union NewsWatch e-newsletter. CUNA communications will also reach out to credit unions through direct email communications, video messages, working the credit union trade press, providing an informative Annual Report, and more.

Credit union CEOs in 2013 will also have a new way to keep informed: Weekly editions of The Cheney Report, which was first released in early January. The Cheney Report delivers CUNA President/CEO Bill Cheney's latest thoughts on three to four key events and policy developments each Friday, giving readers a CEO-to-CEO perspective on each week's major developments. "The report will also provide a valuable window into CUNA's actions on behalf of member credit unions, and reinforce the value of CUNA membership," Gentile said.

News Now is featuring an in-depth look at each area of CUNA's 2013 priorities. This article is the fourth in that series. The first unveiled CUNA's legislative priorities.

Use the resource links below to read more about CUNA's 2013 action agenda, legislative priorities, regulatory advocacy strategy, and state governmental affairs agenda.
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