Credit Union Difference Campaign

The CU Difference campaign seeks to raise public awareness of the many advantages of belonging to a credit union. We focus on better rates, lower fees and free ATMs throughout the world. For 2010 and 2011 campaigns, we've gone one step further -- showing consumers how credit unions are different: at a credit union, as an owner, you are in control.

Don't just save your money. Own your money. Join a credit union.

The campaign makes use of TV, radio and Web to get the message out. This distribution strategy helps us reach more people, particularly the hard-to-reach 18-34-year-olds who are just beginning to establish their financial habits and relationships.

Goals

While a key objective of the CU Difference Campaign is to drive membership growth, improving perception of and knowledge about credit unions (e.g. member owned, financially insured) is also important. As a result, the campaign appeals to and has relevance for potential and existing members alike. The goals of the campaign are:

• Increase credit union membership growth
• Improve awareness and perception of credit unions among consumers and lawmakers
• Improve awareness of special credit union programs, especially those developed for people of modest means
• Position credit unions as progressive, safe and solid