IMAGE CAMPAIGN
Background
The goal of the New Hampshire Credit Union League’s Image Advertising campaign is to achieve maximum exposure for a powerful and consistent message about the benefits that credit unions offer to consumers. The role of the campaign is not to replace individual credit union marketing, but rather to amplify it by predisposing the consumer to the credit union message, thereby making it easier for the individual credit union to promote its own unique advantages. In effect, the campaign explains the meaning of our common last name--Credit Union.
The League’s Marketing Committee has primary responsibility for directing the League’s Statewide Image Advertising Campaign. The committee is appointed by the League Chairman and made up of credit union CEOs, marketing executives, and volunteers. Throughout the year, the committee meets multiple times to determine specific marketing and communication objectives and objectives that together comprise the Statewide Image Advertising Campaign. The committee determines the message, media, and timing of the campaign.
The image campaign operates in two distinct ways. There is a public relations component and a paid media image-advertising component. The committee has devoted a great deal of time and energy to ensure that these two components blend and enjoy a seamless synergistic relationship.
Current Campaign
The year 2000 was a pivotal one for the New Hampshire credit union image campaign. During that year, the campaign was able to achieve a funding level that allowed for the development of an advertising campaign using multiple media. The League’s Marketing Committee took advantage of this opportunity by crafting a campaign that featured a dynamic new website, a powerful print advertising campaign, and a positive and consumer-friendly public relations effort.
The objective of the campaign is to achieve maximum exposure for a powerful and consistent message about the benefits that credit unions offer to consumers. The campaign was designed to drive home the point that the unique nature of credit unions is precisely what creates the service, price, and convenience benefits that consumers enjoy.
In 2004, following a number of strategy sessions, the committee decided that it was time to adopt a new approach. After an extensive interview process, the League hired Rain Advertising of Portsmouth to craft a television and radio broadcast campaign. The new campaign would communicate the fact that The “Credit Union Difference” is real and tangible. It was also determined that it was vitally important that message be communicated without having to explain credit unions in terms of the banking industry.
The television and radio spots each sought to incorporate the following message points, consistent with the overall objective:
-
The fact that credit unions are local institutions that are part of the community and committed to being a part of the fabric of it.
-
The availability of a wide range of financial products at credit unions.
-
The emphasis that credit unions put on service.
Creative Strategy
One thirty-second television spot and an accompanying 60-second radio spot were developed. The spot entitled “CEO” was shot in a board room and play on the idea that the CEO is dissatisfied with the financial performance that his management team has achieved. He enumerates lost profit opportunities and generous pricing policies. However, in an ironic turn, he changes his tune quickly and thanks the team for doing just what a credit union ought to do, provide excellent service with the best pricing. A voice over then further extols the virtues of credit unions. The companion radio spot takes that same message to the “theater of the mind” with a little bit more narration.
The second television spot entitled “Money Bag” follows a bag of money as it is handed (or tossed) from person to person in a typically suburban community. While this visual unfolds, the narrator explains that credit unions not only focus on the needs of local people but that they invest the money that is generated in the communities in New Hampshire.
The companion radio spot to “Money Bag” is a baseball themed look at how credit unions operate in the consumer’s best interest. In this spot, a radio baseball announcer is so excited about the advantages of credit unions that he takes over the broadcast and won’t let his partner get a word in about the game.
Media Strategy
In order to achieve this end, the League and the agency agreed to use both broadcast television and radio. The outlets selected, WMUR-TV (an ABC affiliate) and WOKQ-FM, each have the largest audience figures in NH in their respective media categories. The spots aired on WMUR’s news programming. The placement on WOKQ focused on drive time together with ROS.
Public Relations
The Marketing Committee continues its work with High Point Communications of Bow. This very productive partnership has been in place for four years providing credit unions with the opportunity to gain recognition for their support of the community and ongoing commitment to high quality, low cost financial services.
Numerous stories and photos are published recognizing the support that New Hampshire credit unions and the League provide to Make-A-Wish. High Point coordinates successful press events that have credit unions teamed with local fire departments where “wish ambassadors” appear with decorated angels for the annual Adopt-An-Angel fundraiser. Photos and stories appear in local papers throughout New Hampshire including the Union Leader.
| 
