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Just a few weeks into your League's new Statewide Awareness Campaign, "Own It' is creating a lot of positive and early buzz from consumers, credit unions and the national media. "Credit unions have owners not stockholders, so 'Own It' is an opportunity to highlight a significant difference between credit unions and other financial institutions. This Campaign is leveraging that message," stated your League's President John Murphy.
Developed based on research done on behalf of your League by Portland Research Group last spring, the new Campaign and messages "focus on the pride of ownership and the stories behind the member-owners. We found that 'Own It' resonates with consumers, especially in the 18-34 year-old demographic, and creating TV and radio spots that highlight that message is an essential part of this Campaign," explained Debra Trautman, VP of Corporate Marketing for your League.
The new Statewide Awareness Brochure and DVD was recently mailed to all Maine credit union CEOs. Click here to view it.
Currently, two of the Campaign's new commercials are airing including one that features the owner of The Gorham Grind, a local coffee shop in Gorham. In the spot, the owner explains how his local credit union "believed in his business, when other financial institutions did not, and that the values of credit unions align perfectly with his local business." The other spot airing features The Gagnon Family, a family that lives in Madawaska, who talk about the role that the credit union plays in their lives with lower fees and better terms, and a true community institution.
The Campaign has additional commercials that will be introduced throughout the year that feature different stories on the "benefits, philosophy and focus of how using a credit union makes a positive difference in people's lives."
"Cooperatives are very strong in Maine, and credit unions are the largest co-op in the state. This new Campaign reinforces the cooperative nature of credit unions, and why 'owning it' is such an advantage," noted Trautman.
Additional Resources (click on any link):
Own A Credit Union Spot featuring The Gorham Grind
Lower Fees, Better Terms featuring The Gagnon Family
'Own It' website