Print
Your League's Statewide Awareness Campaign is in full force as Maine consumers prepare for back-to-school shopping, head off to college, or sneak in one more family vacation. The second flight of television commercials in the annual campaign started in mid-August. Over 7,000 spots promoting the value of credit unions are targeted to consumers in the lending years, age 18-54, through December. While the campaign takes a short break from television in summer, an enhanced digital and radio buy was programmed to reach Mainers as they enjoyed summer travel and activities. The convenience of shared branching and SURF Surcharge-Free ATMs, flexible lending, and local service are key messages in the ads on the air.
"Over 15,500 television spots will run in 2015; this means viewers will see the awareness spots more than 30 times this year," said Debra Trautman, Vice President of Corporate Marketing for your League. "The high frequency coupled with strong reach yields a positive ripple effect through each market in Maine."
From January to August, digital ad "click-throughs" totaled over 33,000 from Google advertising for the statewide program, and YouTube and Pandora advertising generated over 20,000 video views. "The "Own It" campaign is about telling the credit union advantage story through member testimonials," added Trautman. "As we rotate our messages on air and online, we see engagement increase. We have seen online visits to the mainecreditunions.org site increase four times over 2014 numbers. Today, seventy percent of site visitors come from a mobile device. The campaign reaches Maine consumers through many different mediums; it lays the foundation for individual credit unions to brand their own advertising."
Your League's Statewide Awareness Committee will meet at the end of October to discuss 2016 advertising and review new opportunities to reach consumers.
Resources: