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Cornerstone Launches ‘Feel the Difference’ Campaign
Tuesday, June 28, 2016 7:00 AM

Campaign Aimed at Energizing Consumers to Spur the Credit Union Movement Forward

When it comes to selecting a financial institution they can trust, Cornerstone Credit Union League wants consumers to know they have only one real choice: a credit union. And to communicate the many differences that exist between a credit union and a bank, Cornerstone is launching its “Feel the Difference” multi-state campaign aimed at rallying consumers around the vibrant and member-centric credit union movement by sharing the benefits that come from being a credit union member. The campaign will begin its rollout in August 2016.     

The “Feel the Difference” campaign was guided by research that gathered insights from consumers on the services, products, and level of customer care they expect from their financial institution. The campaign will run in Texas, Arkansas, and Oklahoma, targeting consumers primarily through streaming radio and digital media supported by video. 

“Credit unions have a tangible and personal effect on the lives of their members, offering a value and level of trust that can’t be replicated at a bank,” said Jon K. Gorman, Cornerstone senior vice president communications and outreach. “Credit unions are not-for-profit, member-owned, and extremely committed to the success and prosperity of their local communities. As a member of a credit union, you have a strong voice in your financial future and in your community, and you have a financial institution relationship that puts you and your financial needs first.”

“As a credit union CEO who has been involved with Cornerstone in the development of and investment in this campaign, we are excited that the ‘Feel the Difference’ campaign will lead to greater consumer understanding of credit unions, resulting in the growth of members and assets,” said Jim Brisendine, president/CEO, Resource One Credit Union, Dallas, Texas. “Credit unions have always been a ‘best kept secret’ in the financial services sector; however, after this campaign begins to expose consumers to the benefits of membership, I believe the secret will be out.”

As a campaign that is focused on both member acquisition and retention, a toolkit has been specifically developed for credit unions that they can use to share elements of the “Feel the Difference” campaign in their local areas. The toolkit is designed to support and complement local or existing credit union communications and marketing efforts. Advertising that is currently in production is being added to the toolkit to enhance its features. The toolkit will be delivered to member credit unions in the next few weeks. 

“Cornerstone and the credit unions working collaboratively on this campaign have been very measured and thoughtful in their approach,” said Gina Wilson, president/CEO, Oklahoma Central Credit Union, Tulsa, Okla. "We didn’t want to create a campaign that would compete with or replace existing efforts by credit unions or chapters. Rather, we aim to provide a clear and consistent campaign that can be incorporated into or complement existing efforts by credit unions, while also providing tools and resources for credit unions that need marketing and advertising assistance."